New Research: Over half of office workers swayed by lunch time ads
Survey of office workers show 64% don’t plan their lunch time purchases. *Almost half are more likely to visit an advertised store to purchase their lunch. * Recall on cash machine ads is 60%, rising to 80% when prompted. * Seven out of ten pay for their lunch in cash http://www.atm-ad.com/
- London, January, 2015 – Advertisers can gain a lot from investing in out-of-home advertising on ATM screens, according to new research into the effects of cash machine advertising on lunch-break food shopping. The study found that 64% of consumers do not plan their lunch purchases and over half are influenced by seeing special offers on ATM screens and receipts.
The consumer research was carried out by Crowd DNA on behalf of ATM advertising specialist atmAd, @atmAd in co-operation with leading QSR brands. The cash points covered a national area and displayed various campaigns before, during and after the ATM transaction, highlighting the brands’ special offers. In total, 268 respondents gave their views on lunch time habits and advertising.
During the past 12 months, global brands – including Kellogg’s, Unilever, Wrigley’s, McDonald’s, Cadbury’s and Pizza Hut – have used atmAd to promote their products and influence customer purchasing decisions in prime retail locations, at the moment when consumers have cash in hand.
Our live @TradePointUK campaign – celebrating their new Bedford store! Check it out @kineticwwUK #DOOH #Bedford pic.twitter.com/PkK32shgDe
— ATM Advertising (@atmAd) January 9, 2015
The research demonstrated consumer campaign recall was as high as 60%, rising to 80% when prompted. Almost half of the respondents were more likely to visit the advertised store to purchase their lunch as a direct result of seeing the atmAd campaign. This figure rose to 60% for infrequent visitors.
Ads were also printed on ATM receipts, a unique atmAd feature often used for distributing vouchers and barcodes, giving consumers a call to action with a specific offer alongside their withdrawn cash.
As much as 70% of the respondents said that they pay for their lunch in cash, highlighting the relevance of the ATM in the customer’s lunchtime purchase routine. The importance of the ATM at the heart of the customer journey was further bolstered by the research that looked into planned cash usage over the next year with 86% stating that their cash use will remain the same or increase in the coming 12 months.
Commenting on the survey, atmAd’s Head of Media Sales Gareth Evans said:
“Lunch is the perfect time for advertising because everyone is getting money out to buy food in the nearby area. We are not surprised that people can be swayed when you show them a good deal for a good meal while they are hungry and have money in their hands.
Marketers are always looking for new ways to reach and influence consumers and this independent research re-iterates how compelling a channel the ATM has become.”
Almost 90% of respondents visit a cash machine every week and 49% visit the same ATM. Additionally, 25% eat out on a weekly basis. This means that the market for QSR ads on ATM screens remains gainful all month and not just around pay days.