ATMs are no longer just cash machines. They’re trusted, high-attention touchpoints where banks can deliver useful, personalized offers without third-party data or cookies. With 520,000–540,000 active ATMs in the U.S. processing ~10 billion transactions a year, the scale and intent are already there; the opportunity is to make each screen feel personally relevant.

Why personalization at the ATM works

Three advantages make ATMs uniquely effective for targeted messaging: ubiquity, trust, and first-party data. Consumers already trust banks, to do what is right. This creates credibility that boosts receptiveness to offers shown during transactions. ATMs provide a captive, known customer, in context, with no “channel switching” possible, which is the ideal conditions for concise, value-adding messages.

High-Value Use Cases (Banks Can Launch These First)

1. Contextual Cross-Sell

Use the transaction moment to surface one relevant next step, like a card with benefits that map to recent behavior or a simple pathway to set up automated savings. Keep it concise; the ATM flow should never feel like an ad break!

2) Location-Aware Offers

ATMs near malls, campuses, transit hubs, or branches can adapt messaging to place and time; think merchant coupons, travel reminders, or branch-specific service prompts. This keeps the screen experience grounded in the customer’s immediate world.

3) Loyalty & Education Nudges

Short interstitials can remind customers of unredeemed rewards, introduce a new mobile feature, or suggest a faster self-service path for common tasks. These micro-moments build familiarity without asking the user to change channels mid-transaction.

4) Post-Transaction Continuation

QR or NFC handoffs let customers continue on their phones which is ideal for forms, comparisons, or terms that don’t fit on a small screen. The ATM simply starts the journey; mobile completes it.

Privacy, Consent, and Trust by Design

Personalization must be transparent, consent-based, and clearly valuable. Because ATM targeting uses the bank’s first-party environment, it can stay compliant and privacy-safe. Provided customers need to understand why they’re seeing a message and how to opt out or continue on their own device. Trust grows when personalization is predictable, relevant, and easy to decline.

Operating Model: How to Deliver at Scale

Many institutions are turning to ATM as a Service (ATMaaS) to accelerate software updates, centralize campaign management, and reduce operational risk. A managed model helps marketing and product teams ship new creatives, target by location or time, and iterate without long lead times from hardware cycles.

Measurement Without the Noise

You don’t need complex attribution to learn fast. Start with simple indicators tied to the moment: on-screen taps, QR scans, coupon redemptions, or follow-up actions in mobile within a short window. Historical studies of ATM advertising show that concise, targeted messages at the point of cash can generate meaningful engagement, especially when tied to segments and clear next steps.

Conclusion: Make Every Screen Count

Personalized ATM advertising works best when it respects the user’s time, protects privacy, and adds immediate utility. By focusing on one helpful action, aligning with mobile and online journeys, and iterating through a managed operating model, banks can transform routine withdrawals into relationship-building moments with no heavy selling required.

Sources

1. The Financial Brand – “How to Use ATM Marketing to Deepen Customer Relationships”
   Explores how banks can use transaction data, location, and customer behavior to deliver relevant offers through ATMs, enhancing engagement and cross-selling opportunities.
   https://thefinancialbrand.com/news/bank-marketing/how-to-use-atm-marketing-to-deepen-customer-relationships-170883

2. ATM Marketplace – “The Power of Personalization: Unlocking Value Through Personalized ATM Experiences”
   Discusses how personalization turns ATMs into strategic marketing touchpoints, including examples of tailored content, product recommendations, and loyalty-based prompts.
   https://www.atmmarketplace.com/blogs/the-power-of-personalization-unlocking-value-through-personalized-atm-experiences/

3. American Bankers Association (ABA) – “Going Above and Beyond: The Evolution of ATM Personalization”
   Details the latest personalization trends such as contextual awareness, omnichannel integration, and user preference-driven ATM interfaces.
   https://www.aba.com/news-research/analysis-guides/evolution-of-atm-personalization

4. ABA / NCR Atleos & Datos Insights – “The ATM Continuum and the ATM as a Service Decision”
   Provides strategic context on ATM-as-a-Service (ATMaaS) models and how they enable agile personalization, faster software deployment, and cost-efficient operations.
   https://www.aba.com/news-research/analysis-guides/atm-as-service-decision

5. InformaBusiness / NCR APTRA Promote – “The Case for ATM Advertising” (PDF)
   A foundational study illustrating how targeted ATM advertising campaigns achieved high engagement and conversion rates through segmentation and contextual relevance.
   https://www.informabusiness.com/wp-content/uploads/2021/01/ATMAdvertising.pdf