BIRMINGHAM, Mich. -- Gas Station TV (GSTV) has announced the first mass distribution of interactivity-based advertising functionality in the television at-the-pump space. Launching this spring, GSTV advertisers will begin executing interactivity-based advertising campaigns at more than half of GSTV's 1,200 locations.
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 at nearby businesses, on [image-nocss] 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 us interactivity-based advertising. Additionally, GSTV said it is in discussions with a number of its other advertising partners, planning how each will use this new interactive technology to drive further engagement with their brands.
"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 Allstate.
GSTV offers advertisers an 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, the company said. 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 added.
Birmingham, Mich.-based Gas Station TV, a Destination Media Inc. company, is a leading national away-from-home TV network delivering a one-to-one consumer viewing experience. It 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 a message with a DVR. As the first independently audited and measured network in the 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. GSTV delivers 27 millioin monthly viewers at the pump in more than 100 U.S. designated marketing areas (DMAs) at 13 of the nation's leading gasoline retailers.
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