Forecourt video network GSTV has partnered with cross-platform TV measurement company iSpot to track how well TV and video ads perform.
iSpot, Bellevue, Washington, will help Detroit-based GSTV measure what happens after someone sees an ad on a gas station screen—like whether that person goes into a store or makes a purchase. This gives advertisers more data on whether GSTV ads drive results, like increased sales or foot traffic.
iSpot will also help GSTV show advertisers that their ads are reaching people who aren't seeing the same ads on regular TV or streaming platforms.
“GSTV advertisers have long understood the power of ‘Newtonian advertising’—influencing a consumer in motion has an outsize impact on business outcomes,” said Eric Z. Sherman, executive vice president of insights and analytics at GSTV. “iSpot’s independent, third-party measurement will help our partners understand just how big that opportunity is—quantifying the incremental reach GSTV provides as they work with the network to amplify their linear and CTV campaigns.”
A recent study conducted by GSTV and market insight company IPG MAGNA found that video ads on GSTV led to 12% more-foot traffic into Applebee’s restaurants. And when paired with connected TV and digital ads, video ads at gas pumps drove an even bigger lift in foot traffic to Applebee’s—by 22% and 27%, respectively.
“We’re thrilled to partner with GSTV to help lead the charge in DOOH [digital out-of-home] measurement,” said Alex Freed, vice president of partnerships at iSpot. “We think having Unified Measurement across platforms will help GSTV showcase the value of their vast network to customers, give brands an opportunity to drive positive business outcomes while simultaneously allowing brands and agencies a way to create the best content experiences for these engaged consumers, who many times are simply steps away from a point of sale.”
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