MOP wins Portugal’s ATMs network – the largest screen network in the country
The national ATMs network (called MULTIBANCO) that includes all banks existing 12500 ATMs that correspond to around 15 Millions transactions with 45 Millions visualizations per week will become part of MOP’s portfolio for the next 5 years.
SIBS (owner of the ATMs) and MOP have joined forces to mark a new chapter in advertising by offering innovative solutions on the terminals of the MULTIBANCO and ATM Express Networks. Starting now, MOP will exclusively manage the advertising spaces on SIBS’s MULTIBANCO ATMs nationwide.
This partnership comes at a time when the MULTIBANCO and ATM Express Networks are evolving towards a more modern and innovative design, with larger screens that are better positioned for advertising. MOP will also launch a new content management platform that will allow each screen to be used individually or in groups, enabling full customization to the objectives of each brand, programmatically, anywhere in the country.
“This is an important phase of change and modernization in advertising on MULTIBANCO ATMs. The partnership with MOP allows these ATMs to be perceived as a strategic communication channel for brands and companies,” said Luís Gonçalves, Director of Segmentation and Market Management at SIBS. “MULTIBANCO ATMs not only reach thousands of people monthly but also offer high growth potential and campaign adaptability.”
“The MULTIBANCO Network, present in 22 districts and 307 municipalities, is the largest screen network in the country, with extraordinary potential. This relationship begins at a unique moment when a significant portion of ATMs have undergone technological advancements carried out by SIBS, adapting this channel to the reality and challenges of the ‘digital’ environment. Therefore, it is the perfect time to add this product to our portfolio and definitively boost this channel,” noted Vasco Perestrelo, CEO of MOP.
The MULTIBANCO Network is one of the most comprehensive and widespread in Europe and one of the most sophisticated, as it allows not only cash withdrawals but also bill payments (water, electricity, gas), taxes, insurance, train ticket reservations, bank transfers, mobile top-ups, and much more, with a total of 60 different functionalities. All this free of charge, with no costs for the consumer when using it.
It was developed by SIBS and launched in 1985 in partnership with its client banks, representing the first major milestone and driving force for innovation and digitization in Portugal. At the end of 2016, SIBS launched the ATM Express Network, more focused on new locations, particularly in tourist areas for foreign customers (tourists and residents), but also for Portuguese users, where they can carry out their daily operations on the MULTIBANCO Network with the same reliability and trust.
Vera Paulino, Chief Revenue Officer at MOP, highlighted that “the ATM network provides unique coverage throughout the country, in all districts and cities, allowing us to strengthen the coverage of our current offer with the ability to also respond to the challenges of brands in communicating locally with their audience, something that is so difficult to achieve in the Outdoor medium through a single operator.” She added, “Another advantage of this format is its unique ability to capture the attention of the public while they are performing a transaction at the ATM. ATMs also allow for an increase in frequency in areas where MOP is already present, particularly in the Greater Lisbon and Greater Porto areas.”
