Can ATMs and digital signage work together? Here are three facts to consider.
The age of the single function device is quickly fading away. As a result, many self-service operators, ranging from kiosk manufacturers to ATM operators, are looking for ways to add additional features or subsidiary devices to machines. For example, some operators are deploying ATM digital signage.
ATM digital signage can take a few different forms, but it boils down to two main types. These include a display attached on top of the ATM as a completely separate device, or by simply running looping content on the ATM when not in use or when it is loading a transaction for a customer.
Samsung describes it as the next evolution of deploying marketing messages at ATMs.
“Marketers of all stripes are taking advantage of customer engagement at ATMs, and they’ve topped them with printed posters and wrapped them with vinyl graphics. But the ideal has always been to add ATM digital signage solutions that enable motion messages, remote updating and management,” Samsung stated in a post on Samsung Insights.
There are several key benefits to using ATM digital signage. The ATMUSA identifies them as:
- Increasing sales.
- Improving overall customer experience.
- Replace paper signs.
- Improve brand awareness.
However, when using ATM digital signage, there are a few facts to consider.
ATM digital signage works best in retail
Bank digital signage can be a very useful tool. However, there are a few issues with using digital signage on branch ATMs, especially in the drive-thru.
There has been an uptick in attacks at ATM drive thrus, where criminals will target customers while they are withdrawing money. In many cases, they may even pull a gun on the victim. This has become a major ATM security issue. As a result, customers are likely going to want to get in and out quickly when using a bank ATM and will be less inclined to look at any digital signage, whether on top of the ATM or on a loop screen.
This extends beyond just security to customer experience as well, since customers will want to finish their transaction at the drive-thru quickly. Matt Snow, head of cash and ATM operations at Regions Bank, stated in a webinar that he believes customers won’t be interested in digital signage on bank ATMs for these two reasons.
As a result, ATM digital signage is more likely to be successful in a retail location. This is because customers are already shopping and will be more open to marketing messages. Retail ATMs can work in tandem with the store to promote items customers may be interested in, especially low-ticket items that they are more likely to pay cash for.
ATM digital signage needs good data
However, in order to provide these messages, the device needs access to good data, both in-store and customer data.
In order to deliver the best experience, digital signage needs to make use of customer, store and other data types.
This doesn’t mean it violates customer privacy. This can take many forms, such as:
- Installing mood reading analytics to deliver messages based on customer’s mood.
- Changing content based on weather conditions.
- Using customer demographics to target marketing messages.
- Promoting key limited time promotions.
- Promote discounted low-cost items.
These are just a few of the ways retailers can use data alongside ATM operators to deliver a better customer experience.
ATM digital signage needs good content
All of these tactics don’t matter if the display doesn’t push good content. In many cases, retailers and ATM operators alike don’t pick the best content for the display.
For example, they may deploy static content that doesn’t change based on outside factors, or they may push content that doesn’t provide useful information to customers.
With that being said, what is good digital signage content? As mentioned above, dynamic content is definitely a plus. This is content that can change based on factors like customer identify, mood, weather, key promotions and more.
Another factor is giving content that engages with customers. This could be as simple as providing a QR code customers can scan at the display, inviting them to download an app or take part in a survey for a discount.
A display that doesn’t provide good engaging content is just an expensive toy.
Conclusion
Overall, ATM digital signage works best in a retail environment that can push messages in a format customers are more comfortable with. This doesn’t mean that drive-thru banking digital signage can’t be effective as well. There are simply more barriers to acceptance from visitors.
As with all customer facing devices, the goal should be to provide a better customer experience. Digital signage isn’t a one-stop-shop for improving the experience, but it can be a useful tool to use alongside ATMs.why the theater remains the ultimate place to experience visual storytelling at its finest.”
(April 25, 2025). Bradley Cooper — Editor, ATM Marketplace & Food Truck Operator. Retrieved from https://www.digitalsignagetoday.com/articles/atm-digital-signage-3-facts-to-consider/