Outcast will assume leadership for advertising sales and marketing of the network under [image-nocss] the direction of Nathan Gill, Outcast's chief media officer, while AdtekMedia will drive product and technology innovation, using the company's software and systems development assets and its relationship with Westinghouse Digital, a leading U.S. LCD TV manufacturer, to develop and deploy all-weather digital signage hardware that integrates with AdtekMedia's proprietary network software.
The combined network streamlines the planning and buying process for marketers looking to create a one-to-one connection with captive consumers. Brands can target consumers based on demographics, geography and real-time weather and traffic conditions. In addition, new campaigns can be activated within 24 hours.
"With digital advertising at the pump, there are millions of on-the-go consumers who are either footsteps away from the c-store or about to get back in their car and drive somewhere else. We have the ability to capture these consumers on a one-to-one basis when they are about ready to make a [purchasing] decision," Matthew Stoudt, CEO of Outcast told CSP Daily News.
"But to date, our space has lacked a real breakout winner," he said. The third major player in TV at the pump is Oak Park, Mich.-based Destination Media's Gas Station TV and C-Store TV. With this deal, Outcast-PumpTop TV are claiming 70% of the screens that are already in place.
"This [joint venture] will enable us to create standardization, which has been lacking in the market," said Stroudt. "This partnership represents a major step forward in marketplace consolidation and streamlines the media buying process, a request we consistently hear from marketers and media buyers alike."
Douglas Woo, executive vice president of AdtekMedia, added, "Our reach puts us on par with the most watched television shows in the U.S. This is a staggering number and surpasses the scale that marketers today demand in their drive to reach on-the-go consumers." The reach equates to a top-five ranked prime-time show on network TV (for example, Woo cited Grey's Anatomy, House and Two and a Half Men), but without the negative impact of DVR ad-skipping or multi-tasking.
"It's part of a cultural change," he told CSP Daily News. "Digital signage is everywhere, and people are starting to expect it. The challenge for us is to make it economically viable. Economic viability comes through advertising. The barrier for us as a relatively new advertising medium has been to create the scale and attractiveness to advertisers. This [JV] represents the kind of relationships we think are necessary to drive this medium into the mainstream."
He added, "The scale of this new venture will allow new products and new functionalities to be launched."
Santa Monica, Calif.-based Outcast is a leading digital media company reaching on-the-go consumers while they fuel their vehicles. High-definition LCD screens and rich sound entertain captive consumers creating a one-to-one communication platform for advertisers without ad skipping or channel surfing. Outcast's patented pump-activation technology initiates the content loop and offers advertisers measurability. It has a retail network with partners that include Shell, ConocoPhillips, Holiday Superstations, Walgreens, Sears, Kmart, Albertsons, Stop N' Shop and others. Advertisers that have used the Outcast network include McDonald's, MasterCard, Honda and more. The platform also extends beyond the pump with a mobile platform that has delivered more than 30 million SMS coupons.
PumpTop TV is a leading nationwide digital media network located at-the-pump. Used by major brands such as Audi, Rolaids, Jack in the Box and BestBuy, it delivers a captivated audience of millions of consumers each week via a fully programmed mix of content and advertising. The network is owned and operated by Irvine, Calif.-based AdtekMedia, a leading out-of-home digital media provider that combines inventory management and sales tools for out-of-home ad units and content insertion. Available nationwide, AdtekMedia continues to expand the PumpTop TV network into top U.S. metropolitan markets.
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