Birmimgham-based Gas Station TV Tuesday announced the first mass distribution of interactivity-based advertising functionality in the television at-the-pump space.
Launching this spring, GSTV advertisers will begin executing interactivity-based advertising campaigns at more than half of the 1,200 locations where GSTV brings news, sports, entertainment and advertising to ruggedized flat-panel TVs atop gas pumps.
When prompted, consumers will be invited to press “Action Buttons” integrated into the GSTV display to receive immediate promotional information via their fuel receipts. They will then be able to use this promotional information to take action at nearby businesses, on their mobile devices, or via the Web.
The new interactivity will allow advertisers to deliver customized discounts, special promotions, or other special offers to consumers.
Allstate will be an initial partner to utilize interactivity-based advertising. Additionally, GSTV is in discussions with a number of its other premier advertising partners, planning how each will use this exciting new interactive technology to drive further engagement with their brands.
“Gas Station TV has been a strong partner of ours to date, and this innovation provides Allstate a unique platform to further drive engagement and deliver tailored messaging direct to the consumer,” said Nancy Ryan, Media Director Allstate.
GSTV offers advertisers an extremely valuable on-the-go consumer audience that is en route to nearby retail locations. According to Nielsen, over 40 percent of GSTV viewers are headed to retail today, with 25 percent in the next two hours, making GSTV’s off-the-couch audience prone to purchase consumer goods. Moreover, six in 10 viewers indicated willingness to interact with brands online after viewing ads on GSTV. Now, with this new level of “viewer-to-screen” interactive advertising, marketers will be able to influence millions of hard to reach on-the-go consumers to act upon their brand message.
“As the leader and expert in television at-the-pump, clients have come to expect innovation from GSTV,” said Gas Station TV CEO David Leider. “This major launch of our exciting new interactivity-based platform further solidifies our commitment to setting the standard for viewer experience and advertiser value.”
This announcement comes on the heels of GSTV announcing a record breaking 2010, its plans to double its network size, and significant hiring to help support this massive growth.
More at www.gstv.com.