Gilbarco Acquires Outcast

Dispenser manufacturer buys in-pump TV network

Gilbarco Outcast TV at the Gas Station pump

GREENSBORO, N.C. -- In a move that signals a more definitive integration between the dispenser and in-pump video, Gilbarco Veeder-Root has announced an agreement to acquire Outcast Media, one of the fastest-growing video networks at the pump.

Outcast will operate as the media business unit of Gilbarco, making the combined company one of the largest networks of in-pump video screens in the country.

The companies did not disclose a purchase price.

Gilbarco's product, called "Applause TV," delivers entertainment content designed to keep consumers engaged, which includes advertising meant to grow awareness and retail sales while customers are fueling.

Officials with Gilbarco said the deal will fuel growth of Outcast's national network currently reaching a monthly audience of 36 million viewers, as measured by Nielsen--a number that is said to rival top broadcast TV shows. The network will also have more immediate access to Gilbarco's customer base of more than 60,000 retail fueling stations and will grow to more than 100 million monthly viewers over the next two years. 

"In 2010, we chose Outcast as our media partner for its industry leadership and innovative vision: building the largest and most targeted video network for reaching the on-the-go consumer," said Michael Schulte, president for North America at Gilbarco. "The addition of Outcast to Gilbarco's team allows us to work even more closely with them on technology innovations like consumer targeting that will help our convenience store customers reach and engage consumers and compete against other channels."

Matthew Stoudt, CEO of the Outcast, added, "The deal represents an unprecedented investment in both Outcast and the fuel space from the clear leader in fueling technology. Today, Outcast's network reaches the equivalent of a top-10 weekly primetime show. Based on current adoption rates of Gilbarco's embedded fuel dispenser media solution, our advertisers will soon reach the same number of viewers as a SuperBowl ad every month." 

Gilbarco Veeder-Root is a leader in retail and commercial fueling operations technology. The Greensboro, N.C.-based company offers a broad range of integrated solutions from the forecourt to the convenience store and head office.

Santa Monica, Calif.-based Outcast is a major television network at the pump reaching 36 million monthly viewers at more than 20,000 screens nationwide. With content that is relevant to viewers, Outcast meets the needs of a new generation of sophisticated, multi-tasking consumers who are on-the-go and can't be reached through traditional media.