When prompted, consumers will press "Action Buttons" integrated into the GSTV display to receive immediate promotional information via their fuel receipts. They will then be able to use this promotional information to take action [image-nocss] at nearby businesses, on their mobile devices, or via the Web. The new interactivity will allow advertisers to deliver customized discounts, special promotions, or other special offers to consumers.
Allstate will be an initial partner to use interactivity-based advertising.
"Gas Station TV has been a strong partner of ours to date, and this innovation provides Allstate a unique platform to further drive engagement and deliver tailored messaging direct to the consumer," said Nancy Ryan, media director for Northbrook, Ill.-based Allstate.
GSTV offers advertisers an extremely valuable on-the-go consumer audience that is en route to nearby retail locations. According to Nielsen, more than 40% of GSTV viewers are headed to retail today, with 25% in the next two hours, making GSTV's "off-the-couch" audience prone to purchase consumer goods, it said. Moreover, six in 10 viewers indicated willingness to interact with brands online after viewing ads on GSTV, it added.
With this new level of "viewer-to-screen" interactive advertising, marketers will be able to influence millions of hard to reach on-the-go consumers to act upon their brand message, GSTV said.
"With the continued importance and growth of interactive technology (such as Internet TV) paired with consumer demand for exclusive promotions, (such as Groupon and Gilt Group,) marketers have responded to our interactive television advertising programs with great enthusiasm," said David Leider, CEO of Gas Station TV.
GSTV connects with captive consumers at the pump for four to five minutes during a natural pause point in their day when they cannot channel surf or skip past your message with a DVR. As the first independently audited and measured network in the retail gasoline space, GSTV delivers Nielsen Media Research-verified viewership, demographics, dwell time, network size and recall, it said.
Programming includes exclusive news and entertainment segments from NBCU, sports from ESPN, local weather from AccuWeather and GSTV's original content program, "Your Neighborhood." GSTV delivers entertaining and informative content with hyper-local targeting down to an individual station, with the ability to influence a mass audience just steps away from the convenience store. A proven tool for driving business for advertisers and increasing the revenue stream for gas retailers, GSTV delivers 27 million monthly viewers at the pump in more than 100 U.S. designated marketing areas (DMAs) at 13 of the nation's leading gasoline retailers, it said.
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