Digital Out-of-Home Networks by Venue

Gas Stations Provide the Perfect Opportunity to Connect with Consumers

Despite media reports of declining viewership, traditional television has maintained its ability to reach consumers on a mass scale. Likewise, digital out-of-home networks also have mass reach. In fact, many digital out-of-home ad networks now have greater reach than comparable mediums, including television.

For example, VeriFone Media has built one of the largest digital out-of-home ad networks in the world reaching more than 95 million on-the-go consumers each month at gas pumps using more than 70,000 digital screens. That’s a bigger audience than most broadcast television networks can claim, but unlike television, the medium has the added ability to deliver messages with much greater precision.

Digital out-of-home campaigns can be hyper-targeted by DMA, ZIP code, or even down to a specific screen. That’s because every digital out-of-home screen is tied to a physical location, and that location is attached to a specific IP address, making the medium ideal for hyper-local marketing campaigns.

Gas stations and their associated C-store properties are significant points of contact for brands to reach on-the-go consumers as they go about their daily routine. The average service station receives more than 27,000 customer visits each month, and nationwide, nearly 40 million Americans will fill their gas tank each day. The average consumer visits a gas station approximately 5 times per month and spends between 3 and 5 minutes filling their gas tank, according to the National Association of Convenience Stores (NACS). Time spent at a location or venue is called “dwell time” and it presents the perfect window of opportunity for brands to connect with consumers.

There are three digital out-of-home network providers in the gas station media space in the United States that include two nationwide networks, Verifone Media and Gas Station TV (GSTV), and one regional provider, PetroTV. Amscreen, a UK-based DOOH network reaches more than 88 million UK motorists each month, and VMO’s On-the-go network reaches consumers at gas stations across Australia.

DOOH by Venue: Gas Stations

Free Trend Report: Why Location Is the New Currency of Marketing

Free Trend Report: Why Location Is the New Currency of MarketingFinding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.

Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.

Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.

Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.

Highlights from Why Location Is the New Currency of Marketing include:

  • The Connected Consumer
  • Leveraging the Moment
  • Multiscreen Campaign Planning
  • Amplifying Reach With DOOH Media

Download your free copy here