GSTV thinks it has a way to help fuel stations entertain customers.
It’s offering TikTok videos on fuel pump media displays, so consumers pumping gas won’t miss a beat.
The Detroit-based national video network serving fuel stations has formed a partnership with Singapore-based TikTok to show the social-media content on fuel pump displays, the company has announced. The agreement could put TikTok in front of GSTV’s more than 116 million unique monthly viewers, the company said.
The GSTV content includes advertising from a mix of national and regional advertisers. Commercials from consumer packaged goods (CPG) companies and lotteries shown with the GSTV content correlates with higher than usual convenience-store traffic, the company told CSP Daily News.
An audience survey indicates 62% of GSTV viewers go into the convenience store during their visit to buy fuel, the company said.
“The fuel station promotional content is produced specifically for each individual fuel retailer to deliver promotional messages for their business on GSTV that drive their consumers from the forecourt into the c-store,” GSTV said.
GSTV plans to kick off the new partnership by creating a customized segment of TikTok videos each week from its creative studio, Ignite. A sample provided to the media shows several short video segments of gymnasts in action with an ending fashioned to look like a commercial for TikTok. GSTV plans to keep offering other shortform content as well, including segments from Live Nation, Loop Media, news correspondent Maria Menounos and others.
“At GSTV, we’re always looking to entertain our viewers in new ways. TikTok has proven immensely popular, boasting a highly engaged U.S. audience,” Violeta Ivezaj, senior vice president of business operations at GSTV, said when the company announced the partnership.
GSTV supplies content to 28,000 convenience stores and gas stations in the United States. that have opted in to receive it using Dover Fueling Solutions’ Ovation dispensers with IOTV and Gilbarco Veeder-Root’s Encore dispensers with Applause Media. The video content lasts about 4 minutes, sufficient for most fuel fillups, GSTV said.
The TikTok videos and the hashtag #ISawItOnGSTV are designed to encourage social sharing and video engagement, the company said.
“We’re thrilled to bring this partnership to our audience, entertaining them as they fuel up and highlighting content and creators to discover,” Ivezaj said. “This is an exciting opportunity to offer our advertising partners, creating memorable moments with organic and creative content integrations optimized for consumers on the move.”
Many EV charging stations also come with prominent media displays. Volta Inc., which was acquired by Shell USA, has presented its media displays as an opportunity for retailers hosting the charging stalls to earn incremental revenue.