GSTV, formerly Gas Station TV, has a valuable piece of customer insight to share with brands. When people fill up their tanks, they tend to spend more money overall that same day, making them a prime audience for advertisements and content.
GSTV is a national video platform, running in more than 200 markets with 93 million monthly unique viewers, per president and CEO Sean McCaffrey. “We’re content and context on the consumer journey,” he says, getting in front of customers four to six times a month at three to five minutes at a time.
Speaking to BeetTV at Advertising Week, McCaffrey says that the GSTV environment is “naturally data rich.” That makes is a go-to partner for brands and agencies that work with its in-house suite of solutions called Octane.
“Brands don’t look to us to bring them new data, what brands and agencies ask us is how do they use the data they already have to target consumers,” he says. “We think about each GSTV site as an addressable household – that’s how we program the advertising in the show, and then we can use the same data signals to determine footfall, store lift, that sort of thing.”
What works at a gas pump is similar to what works on mobile devices. McCaffrey says that what works on social, like six- and fifteen-second videos, works well in the GSTV experience. Partners like Cheddar, the NFL and Live Nation work with GSTV to provide content around news, sports, weather highlights, music and food. As for brands, GSTV provides access to an audience for any brand seeking out a mobile, on the go consumer.
This video is part of a series of interviews conducted during Advertising Week New York, 2019. This series is co-production of Beet.TV and Advertising Week. The series is sponsored by Roundel, a Target company. Please see more videos from Advertising Week right here.