IRVING, Texas—7-Eleven stores, ATM.TV and National CineMedia have partnered to air content on high-definition screens on top of the cash machines at 8,500 7-Eleven stores nationwide, reports Deadline.com.
NCM displays ads in movie theaters, online and through mobile technology. Programming for the 7-Eleven ATMs will include NCM’s entertainment and trivia. This ad sales partnership is the fourth deal by National CineMedia’s new digital-out-of-home-group, which was created when the pandemic caused theaters to closer.
“This relationship with ATM.TV allows us to help brands reach and engage with people at a critical moment when they’re in an active shopping mode,” said Steve Sapp, senior vice president of digital out-of-home sales for National CineMedia.
“Like movie theaters, 7-Eleven stores are anchors in their neighborhoods—attracting a large, diverse, and valuable group of consumers on a daily basis,” he added. “ATM.TV’s network ubiquity and ability to target by daypart in a large-screen format gives advertisers a lot of options for effective campaign targeting.”
Daniel Aharonoff, CEO, ATM.TV, described convenience stores as “essential businesses at the heart of the local community, especially at this time when many people are turning to them for quick shopping trips to avoid crowded supermarkets and big-box stores during the pandemic.”
After the pandemic closed theaters last year, National CineMedia’s revenue dropped considerably. The company had started pushing beyond the big screen and has since inked deals to advertise on a new digital platform in grocery stores and other venues—an “out-of-home” division of marketing opportunities.
Not a NACS Magazine or NACS Daily subscriber? Subscribe to NACS Magazine in a print and/or digital format to read the latest insights from industry thought leaders each month. Subscribe to NACS Daily to receive a roundup of industry news and trends in your inbox each weekday.