Gilbarco and VeriFone Partnership Expands Network Reach To More Than 65 Million On-the-Go Consumers
GREENSBORO, NC — Last January, Gilbarco Veeder-Root acquired Outcast Media creating one of the largest digital out-of-home advertising networks at the pump. Gilbarco announced today that they are partnering with VeriFone Systems, a global leader in secure electronic payment solutions, to further expand its gas station forecourt business. According to Gilbarco, the partnership will create the largest at-pump interactive digital out-of-home media network in the world reaching more than 65 million on-the-go consumers each month with over 42,000 digital advertising screens.
Outcast Media, Gilbarco’s forecourt media business, and Applause TV, Gilbarco’s gas station TV network, will be merged with VeriFone’s digital media and VeriFone Digital Network businesses. The VeriFone Digital Network now spans more than 140 media markets across the U.S. and the U.K., including all of the top 50 U.S. media markets, providing one-to-one, interactive media engagement across more than 70,000 screens in taxis, gas pumps, and convenience stores around the world with the merger of Outcast Media.
VeriFone Media announced last January the launch of a digital taxi top advertising platform in New York City. The network currently includes 22,000 taxis complete with high-definition, full-motion video displays spanning 25 US markets including New York City and Las Vegas, NV. The digital taxi top network is also capable of running geo-targeted and dayparted advertising campaigns and provides near-real-time updates for sporting events and includes social media integration.
Merger and acquisition activity within the DOOH advertising space has accelerated this year. Last June, Rockbridge Growth Equity acquired Gas Station TV, a direct competitor to Outcast Media. And then in April came news that Captivate Network would acquire the Office Media Network, creating one of North America’s largest in-office professional media networks.
Gilbarco Veeder-Root and VeriFone’s partnership will see the two companies collaborate on future fuel dispenser payment platforms to be developed and supplied by VeriFone. The payment solutions will be designed to meet convenience and fuel retailers’ functionality and regulatory needs as well as offer at-pump media advertising and entertainment.
Gilbarco will provide the software and integration solutions, as well as sales and service provider for forecourt payment systems developed under the partnership. The companies will work together to transition the payment electronics in Gilbarco’s global dispenser product lines to VeriFone technology. However, both companies will continue to develop and market their point-of-sale systems for the petroleum and convenience market independently.
“VeriFone’s partnership with Gilbarco, the world’s leading dispenser technology provider, is perfectly aligned with our terminal solutions and commerce enablement strategies and will allow us to offer the best payment and forecourt media solutions on the market to our clients around the globe,” said Paul Galant, CEO of VeriFone. “Our collective expertise and access to consumer insights provide significant business value to our clients, helping them increase sales at the pump and in-store.”
“Gilbarco’s leadership in the convenience and petroleum vertical and VeriFone’s expertise in secure payments and media engagement make this an ideal relationship,” said Martin Gafinowitz, President of Gilbarco Veeder-Root. “Gilbarco has the largest installed base of outdoor payment systems in our industry, and combining our deep knowledge of systems and software integration with VeriFone’s broad payment expertise will greatly benefit our customers.”
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Finding 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.
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