Fuels

Catalina and GSTV Partner for Metrics

Firms work together to better measure effect of advertising
convenience store marketing

ST. PETERSBURG, Fla. — Media providers Catalina and GSTV are partnering to provide measurement metrics for advertising on GSTV.

GSTV’s digital video platform reaches more than 26,000 fuel retailer sites in the United States, connecting with more than 96 million unique viewers each month, the company said. Data also shows that the average GSTV viewer spends up to 3.9 times more on products at stores that are a regular part of their consumer journey within three hours of visiting a gas station.

Catalina has augmented its digital out of home (DOOH) capabilities in recent months, adding it as part of its omnichannel media strategy and leveraging its data insights to support new targeting and measurement strategies. 

“GSTV is a unique waypoint in the shopper journey, making it a valuable component to an advertiser’s retail media strategy,” said Tiffany Southwell, vice president of out of home media at Catalina. “Working together, we will help retailers and brands close the measurement loop and accurately assess and optimize the impact of specific GSTV ads on actual in-store sales.”

In September, Catalina announced it was investing in a modular portfolio of products and services under the “Catalina Compass” umbrella to support retail media networks of all sizes by providing both shopper insights and measurement capabilities.

“Reaching the c-store shopper via GSTV is valuable for brands not only because of the network’s proven ability to drive sales at c-store, but also because c-store shoppers spend a lot more on promoted items in other retail channels,” said Eric Sherman, executive vice president of insights and analytics at GSTV. “Catalina’s Shopper ID Graph spans more than 109 million households and 1.9 billion digital ad IDs. Thanks to the depth of their shopper intelligence, Catalina can provide unique audience-level insights and prove shoppers make purchases as a direct result of the ads they saw on GSTV.”

St. Petersburg, Fla.-based Catalina specializes in buyer intelligence and personalized in-store and digital media to measurably drive, track and measure sales lift, converting shoppers into loyal buyers for leading CPG retailers and brands. Powered by a shopper database, Catalina’s mobile, online and in-store networks personalize the consumer’s path to purchase, delivering $6.1 billion in consumer value each year.

Detroit-based GSTV is a national video network targeting audiences at scale across tens of thousands of fuel retailers. Reaching one in three American adults monthly, GSTV engages viewers with full sight, sound and motion video at an essential waypoint on their consumer journey, it said. Content partners include Cheddar, What’s Trending, Better Together with Maria Menounos, NFL Network, Stadium, MLB Network, Blossom, So Yummy and more.

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