GSTV Launching Interactivity-Based Advertising
Gail Chiasson, North American Editor
Gas Station TV, Birmingham, Michigan-based national away-from-home television network delivering a one-to-one consumer viewing experience, has announced the first mass distribution of interactivity-based advertising 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 be able 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 is the initial partner announced to use the interactivity-based advertising. Additionally, GSTV is in discussions with a number of its other premier advertising partners, planning how each will use this 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,” says Nancy Ryan, Allstate’s media director.
GSTV offers advertisers an extremely valuable on-the-go consumer audience that is en route to nearby retail locations. According to Nielsen, over 40% of GSTV viewers are headed to retail immediately that day – with 25% in the next two hours. Moreover, six of 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.
“As the expert in television at-the-pump, clients have come to expect innovation from GSTV,” says David Leider, CEO of Gas Station TV. “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.
“With the continued importance and growth of interactive technology, such as Internet TV, paired with consumer demand for exclusive promotions – such as Groupon and Gilt Group – marketers have responded to our interactive television advertising programs with great enthusiasm,” says Leider. “This initial mass deployment is only the beginning. As our new stations roll out this year, we will take technology to an even more exciting level for marketers and consumers.”
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