Forecourt video network GSTV, which was acquired by MidOcean Partners in April, aims to accelerate its retail media growth in convenience-store forecourts—a channel the company describes as lacking a national, unified platform for retail media advertising.
MidOcean’s background in the fuel and convenience sector—through prior ownership of JF Petroleum Group—and ongoing investments in food, beverage and auto aftermarket companies is expected to open new partnership opportunities. Sean McCaffrey, president and CEO of GSTV, told CSP the investment will help GSTV grow both its core offerings and explore new strategic areas.
“In the near term, there is a massive opportunity to accelerate growth around our organic, core platform,” he said. “There is so much opportunity and innovation in the current business.”
GSTV, Detroit, is a data-driven video network targeting audiences across more than 29,000 fuel and convenience sites in the U.S. The company helps drive purchase decisions and creates brand impressions for advertisers. It partners with convenience-store chains such as 7-Eleven, Arko, bp, Gulf, Circle K, Sunoco, Speedway, ExxonMobil, Phillips 66 and Marathon.
“When you think about the fuel and convenience space, overall, if aggregated, it presents a significantly larger opportunity than the other retail media networks that are often focused on,” McCaffrey said.
GSTV has 95% attention rates on its ad content, he said.
“Being positioned on the path to purchase, we are the last screen a consumer sees before their next purchase—most critically, that is steps away at the convenience store,” McCaffrey said.
McCaffrey also said that viewers spend four to five times more in the three hours after fueling up compared to the average consumer.
Retailers can integrate their own promotional messages into the GSTV campaigns through a retailer promotional ad (RPA) spot, which is customizable to match ongoing in-store or digital campaigns.
“Our team of retailer success managers and our in-house creative studio work with our retailer partners to create quick, easy, custom ads to fit their needs and speak directly to their customers,” McCaffrey said.
CPG, Tech, Data Partnerships
GSTV uses first-party client data, and it also leverages third-party data partnerships.
To target its audience by location, GSTV works with digital data providers like Adsquare, a Berlin-based company that provides marketers with geospatial data.
It also works with CPG analytics firms such as Chicago-based Circana and Kissimmee, Florida-based ABCS Insights to measure sales impact and optimize media planning.
Recent tech partnerships have also expanded GSTV’s capabilities. The company’s collaboration with Greensboro, North Carolina-based Invenco by GVR, which launched the Engage Media Full-Service platform, allows retailers to display branded content and tap into advertising revenue.
GSTV has also expanded its programming in recent years to include more entertainment-driven content aimed at boosting viewer engagement. One example is a partnership with TikTok, which brings short-form video content to GSTV screens as part of TikTok’s Out of Phone program.
The company has also partnered with influencer marketing firm Influential, Las Vegas, to incorporate content into brand campaigns.
In addition, the company works directly with creators such as Tank Sinatra, whose “Tank’s Good News” segment airs on GSTV and is integrated with brand partners for sponsored content.
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