BA renews cash machine advertising deal

The ATM system will allow for more targeted advertising

British Airways has renewed a deal to sell advertising during transactions on selected cash machines around the country.

Advertising will appear on cash machines featuring the ATM:ad system from I-Design in airports, across the City of London and in other corporate locations.

'We feel its inclusion as part of our long-term holdings enables us to generate a more meaningful dialogue with our audience as we are aware that many of these people will make use of the same machine on a regular basis,' said Taryn Walker, senior advertising executive at BA.

Previously the Home Office ran an advertising campaign on 294 cash machines throughout London to encourage users to keep their valuables hidden from potential thieves. The campaign expected to deliver 1.4 million guaranteed one-to-one advertising impacts.

Nationwide currently operates ATM:ad on its cash machines and HSBC has recently signed a contract to roll out ATM:ad across its machines in the UK.

Advertisers like the system because it enables them to target a specific brand of customer by location of cash machines and information contained on users' cards.