Vending Machine Advertising

The vending machine has developed rapidly in China in the past two years, and its future profitability has more room for imagination. In addition to sales of goods, vending machine itself is usually distributed in areas with high traffic, which is a natural advertising resource. Therefore, the value of vending machine advertising cannot be ignored.

1. Body Advertising

This is the most traditional and direct form of vending machine advertising. Both sides of the body of the vending machine, the tags of the goods display position and the goods exit provide the most direct presentation of the product. This is similar to body advertising of commercial refrigerators. The commercial refrigerators in supermarkets, convenience stores or grocery stores do not only provide functions of beverage and food storage, their advertisements on light boxes and bodies can also bring huge additional benefits.

Due to their own characteristics, vending machines are generally located in schools, offices and residential quarters. The prominent appearance and eye-catching body advertisements can attract consumers’ attention and realize the purpose of sales and advertising at the same time. International beverage brands such as Coca-Cola and Pepsi have custom-designed commercial refrigerators and vending machines. The exquisite body advertisement design enables consumers to recognize their brands at a glance. Never underestimate the magic power of attractive branding solutions.

2. Display Screen Advertising

This is a side product of the new smart vending machine. In addition to being able to better interact with users, the display screens on smart vending machines also have considerable advertising value. These include video advertising and image advertising.

As the most vivid form of advertising, video advertising can provide clients with custom-broadcast solutions. At the same time, interactive video ads can increase user participation and achieve more in-depth marketing results.

Image advertising is the best partner for video advertising. Beautiful promotional images are the best complement to video.

3. Goods Display Advertising

This is the most targeted form of vending machine advertising. When the user presses the goods button, the screen will display the product details. Consumer’s own choices determine the high conversion rate of the goods display advertising.

4. Mobile Payment Advertising

It is the derivative of mobile payment of smart vending machine. When customers purchase goods from vending machines, if they choose to pay through mobile phones, the ads for the selected product or operator will appear on the phone page where the payment is finished. The recommended activities can further expand the customer’s participation in consumption.

Advertising further tapped the value of offline traffic and expanded the profitability model of vending machines.

In 2016, China’s largest vending machine operator realized revenue of 1.5 billion RMB. The gross profit of 48% was higher than in most convenience stores. 280 million RMB of them was advertisement display revenue and this form of revenue continues to rise. The company’s leaders once put forward the future profit model of the company in their vision for the future: 20% from the retail, 30% from advertising, and 50% from e-commerce.

It was observed that 26-inch LCD touch screens installed at each sales terminal played real-time sales advertisements of retailers and operators. And almost 100% of advertisers were suppliers of goods sold by vending machines. This would achieve the purpose of direct sales through the ads. For example, Pepsi stimulates users to buy its products directly by advertising on the vending machine screen. The charging method can be based on the frequency of the broadcast, or it can be linked to goods display. In addition, many advertisers hope to pay advertising fees in kind, which is more difficult to accept for other advertising service providers. However, for vending machine operators, it is a unique advantage that they can directly turn the goods into cash.

5. Trends

At the same time, the intelligent networking of vending machines makes its advertising media resources very rich, including body advertisements, display screen advertisements, product display advertisements, and mobile payment page advertisements. Using the touchscreen as an advertiser’s display and interactive window, consumers can earn points or add WeChat contacts. These can be converted into free products on the vending machine. Under this interactive incentive mechanism, the more the number and distribution of vending machines in layout, the greater the value of advertising points. Therefore, the battle for points in the future is inevitable.

Some companies also stated that they do not expect to profit from vending. They pay more attention to the brand promotion and advertising effects of vending machines. Through online payment, companies can learn about product sales in the background. And the users of vending machines must be the new generations of consumers, which can provide companies with the original data of the consumer portrait.