A major new deal is opening up the US market for programmatic forecourt advertising, offering brands the chance to engage targeted audiences at scale across tens of thousands of fuel retailers.
The move is the result of a new strategic partnership between premium global digital out of home supply-side platform VIOOH and national media network GSTV, which combines premium content with measurable data, making it easy for brands and retailers to reach consumers during a moment of attention and action.
It is the largest scaled digital media platform focused on convenience and fuelling environments.
The partnership delivers access to screens at more than 29,000 fuel and convenience retailers nationwide, reaching 115 million unique adults 18+ per month. GSTV works with convenience partners and retailers including 7-Eleven, Arco, BP, Casey’s, Chevron, Gulf, Citgo, Speedway, ExxonMobil, Shell, Sunoco, Phillips 66, and Marathon.
Its content plays as an unskippable, full-sound, four-minute loop, which is the average time it takes a consumer to fill up their fuel tank.
Through its integration with VIOOH, buyers can now access GSTV’s inventory through an established programmatic buying workflow, gaining enhanced flexibility, precision targeting, and improved efficiency across GSTV’s national network in the US.
VIOOH global chief commercial officer Gavin Wilson said: “GSTV brings a distinctive advertising environment to programmatic DOOH. Full-sound video, a captive audience and coast-to-coast reach is a rare combination.
“Through VIOOH, media buyers can now access all three with the flexibility and precision of the programmatic workflows they already use. It’s another important step in building out our US offering.”
GSTV senior vice-president head of programmatic Evan Pfeffer added: “Our network reaches consumers at a moment when they are highly attentive, engaged and often just steps away from making a purchase.
“Partnering with VIOOH opens that moment up to a wider community of programmatic buyers, giving brands a simple way to add premium, measurable video to their media plans. We’re excited to help advertisers connect with consumers at scale, across the US.”
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