A previous contract with UK multimedia agency i-design, developer of the ATM:ad advertising system, saw the sale of advertising space on a limited number of cash machines situated in London Underground stations, at Asda supermarkets and at BP sites.

Under the new deal, Nationwide's entire off-premise ATM network will be made available for third-party advertising, adding 215 additional petrol stations, 158 High Street sites, 245 convenience stores and 46 shopping centres, along with a further 200 sites at busy locations including airports and universities.

Kevin Scott-Evans, controller, ATM services, Nationwide, says there is mounting demand for ATM advertising from third parties who recognise the benefits of guaranteed exposure in prime locations.

"Over the past year, we have monitored the reaction to the medium, not just from advertisers, but also from consumers, and all the research indicates a very positive response," he adds.

Ana Stewart, MD, i-design, says the new contract also enables the company to build bespoke packages targeting specific audiences, such as students at campus ATMs.

When ATM:ad was launched in May last year, British Airways was the first third-party to use the medium and has since run five more campaigns. The vendor has also delivered campaigns for United International Pictures, Nestle Rowntree, Comic Relief and Fox Home Entertainment among others.

British Eurosport recently became the first TV broadcaster to run an advertising campaign on ATMs. The campaign, called 'Spend your summer with British Eurosport', kicked off yesterday and will run across ATMs in 54 London Underground stations and is projected to deliver over 300,000 advertising one-to-ones in a two-week period.