Gas Station TV
announces 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 over half of GSTV's 1,200 locations. When prompted, consumers will 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.
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 ten 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.
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.