These Echo Ads reaffirm the advertiser's initial message or can [image-nocss] complement an alternate marketing message. Echo Ads move the viewer to action, with directional tags or specific action requests, such as a visit to the advertiser's website, a drive to retail location or to use a mobile phone to receive more product information.
Ford is the first advertiser to run an Echo Ad campaign on the GSTV network beginning March 16. The Echo Ad service offering was initially created to complement the 2010 Ford Fusion + Hybrid launch campaign, inform consumers about the product, introduce them to the product's message and bring consumers to action by driving them to visit the nearest Ford dealership and www.fordvehicles.com.
"Gas Station TV's Nielsen Research shows consumers are motivated by shorter-format ads, which is why we are launching the Ford Fusion campaign using their new Echo Ads," said Dave Sanabria, Ford Tier I communications manager. "This industry first application allows us to cement our leadership message on fuel economy for the 2010 Fusion and drive consumers to the next level, from active viewers of our message to active leads for our dealerships."
GSTV's in-house creative team tailors a client's original content to their preference and specifications to become an Echo Ad. The Echo Ad then runs in addition to the longer-format spot to increase frequency and brand retention with the target viewing audience.
"With each new product offering, GSTV is defying traditional digital-out-of-home categorization and effectively bridging the void between TV and interactive," said David Leider, CEO of GSTV, Oak Park, Mich.. "We build exceptional new creative programs that more closely mirror the experience offered by TV and the interactivity offered by online, making our media even more attractive to advertisers searching for ROI with each placement."
In a Nielsen Media Research study released in June 2008, GSTV found that 10- and 15-second spots were as effective, if not more effective, than 30-second spots; incorporating an Echo Ad into an advertiser's media buy builds off of these findings to drive more ROI, the company said.
Echo Ads are available on both the GSTV and C-Store TV digital TV networks.
GSTV connects with captive consumers for four to five minutes during a natural pause point in their day. It bridges the gap between TV, mobile and Internet with its unique technology and ability to drive consumers to take action. GSTV can "geotarget" by time of day and location, down to the station. Programming includes exclusive news and entertainment segments from CBS, sports from ESPN and local weather from AccuWeather. GSTV is the preferred at-the-pump media partner at 13 major gasoline retailers. Destination Media is based in New York City.
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