Vistar Media sat down with ATM.tv, a digital signage operator with screens in all U.S. 7-Eleven locations, to learn more about their network. Here is what Daniel Aharonoff, CEO and Founder, had to say.
Could you describe your business and what your network offers brands?
ATM.TV has screens in all 8500+ U.S. 7-Eleven locations. 7-Eleven is the largest convenience store chain in the United States and has a presence in 33 states. The screens are 30" vertical HD monitors that use the in-store ATMs as pedestals. Our screens run 24/7 and are independent of any transactions that take place at the ATM. We don’t operate on a loop, we dynamically serve ads which provides advertisers ultimate flexibility with their campaigns. We accommodate campaigns that run in one store or in many, have a low or high per-screen presence, have flights of any length, and can easily swap creative.
What sets ATM.TV apart from other digital channels?
We are the exclusive opportunity for advertisers to have a presence within 7-Eleven. Existing in-store brands and products can advertise to our customers at the point of purchase. Brands, products and categories outside of 7-Eleven's retail business can take advantage of the customer inside of the storefront and 7-Eleven's generally dense footprint to deliver their advertising message as well.
Where do you see the digital out-of-home industry moving in the next 12 months?
Digital out-of-home will continue to grow as traditional media consumption declines and as a lot of advertisers continue to be skeptical of many app/web-based digital media. The "digitization" of the OOH space allows advertisers to buy OOH in the ways that they've become accustomed to buying other forms of media – impression-based, dynamically served ads with third-party audience measurement and server-based proof of play reports.
What has been Vistar’s most valuable contribution to your business?
Twofold – one, easily ingesting and applying our GeoPath measurement data, and two, the open exchange platform.
What Vistar software capabilities do you find most useful?
Direct sales proposal generation and trafficking – it is very easy to learn and use!
What is the one thing that you wish more digital buyers knew about out-of-home?
That those of us who are fully digitized can easily complement other media buys – tv, audio, digital media, etc. The digitization of OOH screens allows our space to grow where other media segments continue to decline. Many of the "OOH is hard to buy and manage" issues have been eliminated by DOOH.
Why did you choose Vistar as a partner?
Vistar is the leader in the field and always elicits a sigh of relief from buyers when we let them know that we're a full-stack partner of Vistar's.