If Chase leveraged its commerce media data across its network of over 15,000 ATMs, it could launch hyperpersonal ads. For example, if Chase knew someone who bought orange juice in the past was at a store that sold orange juice, the bank could offer an ad and a coupon via ATM, said Mackinnon. “That's a win for the CPG, for the retailer, and for Chase,” he said.
ATM ads using commerce media data will face privacy concerns. Consumers aren’t used to being targeted at ATMs, which are places they want to feel secure. Ads could both impede the cash retrieval process and cause trust issues with the bank, so media networks will have to tread carefully.
This was originally featured in the Retail Media Weekly newsletter. For more marketing insights, statistics, and trends, subscribe here.