Adrian J Cotterill, Editor-in-Chief
GSTV, the national on-the-go video network engaging and entertaining targeted audiences at scale across tens of thousands of fuel retailers, this week announced a partnership with Influential, the world’s largest influencer marketing company, by revenue, which provides social media insights and brand connections through its AI-powered Social Intelligence™ platform.
The partnership will give Influential the ability to integrate creator talent and content into advertising campaigns on GSTV. Advertisers working with Influential and GSTV on influencer campaigns will be able to expand the campaign’s reach to GSTV’s audience of up to 115MM unique viewers per month across 29,000 fuel and convenience retailers nationwide.
“As we continue to expand reach beyond social, partnering with GSTV emerged as an ideal way for our clients to reach millions in a highly engaged environment and to maximize the impact of creator ads in proximity to where consumers are shopping and thinking about their next purchase,” said Kim Iadevaia, Head of Partnerships at Influential. “For Influential, GSTV’s expanded reach affords us opportunities to deliver our clients more value and scale, aligning perfectly with our Influential 360 approach.”
By teaming up, we are told that Influential and GSTV will open the door for branded partnerships that tap into creator-driven content and leverage GSTV’s contextual targeting capabilities to reach desired audiences at scale. Advertisers seeking to integrate influencers into their GSTV campaigns will receive a list of recommended, brand-safe influencers generated from Influential’s industry-leading technology. As part of the Influential 360™ program that connects brands with consumers across screens and platforms, the partnership is also a win for creators and brands to increase audience reach and engagement as consumers watch their favorite influencers while fueling up.
“GSTV is receiving a growing number of requests from advertisers about creator integration capabilities, and this partnership adds to how we can best serve our clients and engage our audience with their favorite creators,” said Violeta Ivezaj, SVP of Business Operations of GSTV. “This new partnership will make it easy, efficient and seamless for advertisers to engage creators in their campaigns and reach their audience whether it be foodies, travelers, fitness enthusiasts, music lovers and many more.”
Partnering with Influential demonstrates GSTV’s continued content evolution in the branded entertainment space. Last summer, GSTV announced new integration opportunities with TikTok. GSTV also launched new original series produced by GSTV’s creative studio, Ignite, including Tank’s Good News featuring creator Tank Sinatra, and TL;DR (Too Long; Didn’t Read) featuring comedian and celebrity host Chuck Nice. Each content partnership offers customizable content opportunities for advertisers to organically integrate into GSTV’s weekly programmed show.
Influential is an AI-powered technology and is the largest influencer marketing company in the world, by revenue. Leveraging a network of over 3 million social media influencers, Influential’s platform powers seamless talent discovery, comprehensive brand safety, content creation, media, and measurement. Through strategic partnerships with first and third-party data providers, Influential enables exclusive targeting and measurement solutions, including both online and offline attribution, such as sales lift, TV tune-in lift, foot traffic, and eComm sales. Influential works with Fortune 500 brands, including McDonald’s, NBA, General Mills, Ford, and every major studio. With offices in Los Angeles, NYC, and Las Vegas, Influential is a developer partner of IBM Watson, a strategic partner of WME and Oracle, and a Facebook and Instagram Marketing Partner.
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