Advertisers can get their message right up next to the cash in consumers' hands at free-standing check-cashing centers. Ads are printed on the paper jackets used to return money to customers when they cash a check, pay a bill or take out a loan.

To find out how to get your client’s message into shoppers’ hands on payday, read on.

This is one in a Media Life series on buying the new out-of-home venues. They appear weekly.

Fast Facts

What
Ads placed on the envelopes used at check-cashing centers.

Who
AdverTickets, headquartered in Dallas.

How it works
Ads are placed on the envelopes or cash folders used for transactions at check-cashing outlets. The program is called Check Cashing Currency Jackets.

Consumers use financial centers to cash checks, transfer money, borrow money, purchase money orders and pay bills.

“Customers leave with cash in hand and the ads drive them to local brick and mortar locations,” says general manager Brent Wingert. “There’s also point-of-sale opportunities because many clients come in to pay their bills for cable television and utilities so it’s a place to promote special services.”

Advertisers provide creative. “Bold is better. The more color the better,” Wingert says. “This platform can be used for any kind of creative.”

The cash folders are made of either three or four panels, which can be perforated.

Ad space on the inside fold is 3.75 inches by 8.25 inches and can be printed in two color. Ad space on the outside of the folder consists of two areas, side by side, each 3.75 inches by 8.25 inches and printed in four-color process.

Advertisers can use the ad space to print a coupon.

Samples can be handed out with the folders as long as they can fit under the teller’s window. “It’s like the typical bank teller window, where the cash slides under the glass,” Wingert says. “Products have to fit in that space. You could try things like small boxes of detergent or mints.”

There is generally one advertiser per folder.  “There’s also only one advertiser per site,” Wingert says, referring to the retail store. “There’s no other advertising going on.”

Ads on cash folders are usually stand-alone. Advertisers are most often national brands, with about 20 percent regional, Wingert says.

Markets
AdverTickets is placing the program in Ace Cash Express outlets.
The program is available in 43 markets spanning Texas, North Carolina, California, New Mexico, South Carolina, Maryland, Georgia, Mississippi, Indiana, Tennessee, Washington, Florida, Louisiana, Kansas, Oregon, Missouri, Alabama, Minnesota, Idaho, Massachusetts and Nevada.

Number
Ace outlets serve 22 million customers a year. There are 1,200 outlets in the network, and of those 395 serve primarily Hispanic customers.

How it is measured
The number of transactions per cash center is used to determine impressions.

Additionally, advertisers can use a call-to-action like a coupon or web site address, with the redemptions and visits to provide additional measurement.

What product categories do well
Local brick and mortar retail outlets top the list. Telecommunications, military, non-profits, fast food, snack food, entertainment, auto, home improvement and anything do-it-yourself are also top categories.

Mortgage lenders, tobacco and alcohol ads aren’t accepted.

Demographics
Ads can target all Ace Cash Express customers or can target largely Hispanic audiences by location.

The general consumer audience at check cashing centers, according to data provided by Ace, is: 45 percent female with an average household income of $42,000 and ranging in age primarily between 18-42.

Hispanic audiences, according to data provided by Ace are: 42 percent female with an average household incomes of $36,000.

Making the buy
Lead time is 30 to 40 days. Advertisers can buy one location, one or more markets, a region or the network.

“A typical buy is several storefronts within a market,” Wingert says.
The minimum buy is 75,000 currency jackets.  Cost ranges according to volume.

Who’s already on currency jackets
Recent advertisers include SBC, Texas Children’s Health Plan, DeWalt Tools, Verizon, United Health Care and Jarritos.

What they’re saying
“We used this media to reach recent Hispanic arrivals. The assumption is that they go to these check-cashing locations frequently because they don’t have banking relationships yet. It’s a perfect time for branding, especially near the point of purchase.”—Tony Aguilar-Arellano, director of media services for Acento in Los Angeles.

Web site info
AdverTickets at www.advertickets.com