Gilbarco Chooses Outcast as Interactive Merchandising Partner at Pump
Applause Media System ties advertising, news, entertainment with coupon printing
GREENSBORO, N.C. & SANTA MONICA, Calif. -- Gilbarco and Outcast Media announced a major partnership, pairing the leading global provider of fueling technology with an industry-leading digital content provider. With Applause TV with Outcast, Gilbarco Veeder-Root's Applause Media System now supports third-party national advertising, news and entertainment content on the large, color screens embedded within the gasoline pump, along with consumer interaction and on-demand coupons at the pump.
With this deal, Gilbarco now gives retailers choices for managing their content, [image-nocss] it said. And Outcast becomes the first digital media company to partner with a major pump manufacturer to offer content and advertising on factory-installed, large, color screens integrated directly into fuel dispensers.
Outcast will provide retailers with fully managed content using the coupon-generating features of Applause Media System. Outcast programming includes content from CBS, Comedy Central, Warner Bros. Pictures and over 20 other premier content providers. Outcast's advertising partners include Red Bull, GM and Kraft, among others.
The Applause Media System is available on Gilbarco's Encore S gas pumps and offers consumers an engaging video media experience on 10.4-inch interactive color screens with full couponing capabilities.
"Advertising at the gas pump has the advantages of an undistracted consumer and full audio/video advertising capabilities with immediate calls to action," said Mark Williams, marketing manager at Gilbarco Veeder-Root. "This is a great way for retailers to easily offer a modern, entertaining and informative experience at the pump."
He added, "Test market results show that this partnership builds customer loyalty and increases site traffic by providing an entertaining and informative fueling experience."
"Applause TV with Outcast offers retailers a turnkey solution to provide an enhanced fueling experience for their customers," added Matthew Stoudt, CEO of Outcast Media.
He added, "This partnership represents the natural extension of our growth strategy and reflects our on-going commitment to deliver the most innovative and engaging one-to-one digital network reaching on-the-go consumers in the U.S."
Third-party studies have verified that professional content at the pump improves the customer fueling experience and improves the effectiveness of c-store promotions, the companies said. Previous Outcast surveys have shown that 85% of customers say that Outcast is a good thing for gas stations to provide their customers, and 56% say they are more likely to revisit a gas station because of Outcast.
Gilbarco and Outcast recently completed a pilot study of Applause TV with Outcast at five Southside Oil/Uppy's locations in Richmond, Va. The test revealed that 23% of the participants said they would go into the store for a purchase based on products advertised on the screens. During this time, coupons printed by fueling customers noticeably increased in-store traffic and sales.
"We try to use technology as much as possible to benefit our customers, and they were very impressed with the Outcast content and on-demand coupons they could immediately redeem from the Applause system," said Marshall Hare, director of facilities and technology at Southside Oil/Uppy's. "This partnership has given us the flexibility to generate revenue in several different ways and step above our competition with the leading technology."
Santa Monica, Calif.-based Outcast Media is a leading digital media company reaching on-the-go consumers while they fuel their vehicles. It has high-definition LCD screens with rich sound to entertain captive consumers creating a 1:1 communication platform for advertisers without ad skipping or channel surfing. Advertisers reach a combined audience of more than 20 million consumers each month on 11,000 screens at gas stations and convenience stores nationwide on Outcast and PumpTopTV's joint-venture network.
Greensboro, N.C.-based Gilbarco Veeder-Root is a worldwide technology leader for retail and commercial fueling operations. It offers a broad range of integrated solutions from the forecourt to the c-store and head office.