Business Insider: A Gas Station Ad Platform Says Its Business Is Soaring in the Pandemic As Driving Picks Up. Here’s the Pitch Deck It’s Using to Win Advertisers.
By: Patrick Coffee | Business Insider
GSTV, which runs ad-driven videos at gas stations, has grown in recent months despite the pandemic's dramatic impact on the ad industry, according to CEO Sean McCaffrey.
Its pitch deck to advertisers makes the case that they can reach people in transit at a time when they're likely to spend money.
GSTV hopes to be an alternative way for brands to boost sales now that foot traffic is down and the status of big advertising events like live sports remains unclear.
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The pandemic has people relying on their cars more than ever before — and advertisers want to reach them as they drive.
That is the central insight behind a pitch deck that GSTV used to return to growth by emphasizing the continued role that gas stations play in American life, according to CEO Sean McCaffrey.
GSTV is a private, nationwide network that provides an ad-driven video service to stations and convenience stores like Circle K and Speedway. Each day, GSTV releases an original clip of news, sports, entertainment, and ads that plays in front of drivers as they refuel.
McCaffrey said the platform, with 24,000 locations, reaches one in three American adults who are traveling by car.
GSTV is classified as out of home advertising, which accounted for $8.6 billion in spending last year. McCaffrey wouldn't share GSTV's revenue but said its clients include PepsiCo and that some brands have spent up to eight figures on the platform annually.
He said a key element of its appeal is that people spend far more money on the days they refuel, particularly at grocery stores, big box retailers, and fast food chains. And most also use their credit cards to buy gas and other items at the stations, creating anonymized first-party data that GSTV can use to target ads.
McCaffrey said the company then helps advertisers run hyper-local campaigns that promote nearby businesses or target the sort of people most likely to use a certain gas station based on both demographics and buying behaviors.
"We think of each station as an addressable household," he said.
GSTV hopes to fill a void left by the cancellation of live sports and other top ad spaces
McCaffrey said his company has weathered the effects of the pandemic and exceeded pre-coronavirus growth in recent weeks via the strategy outlined in the pitch deck GSTV has presented to media-buying agencies and brands.
"We've had more brand-direct conversations in the past six months than in the last two years," McCaffrey said. "Brands are generally taking more ownership of outreach because the market is so chaotic."
The deck also emphasizes the money left up in the air by the cancellation of major pro and college sports leagues to appeal to marketers who are under pressure to prove that their spend drives sales.
Another reason GSTV was less affected by the pandemic than some ad businesses, McCaffrey said, is that its audience included essential workers who were on the front lines in the earliest days of the quarantine.
The platform has also collaborated with the Centers for Disease Control and Prevention and the Ad Council in recent months, airing public health campaigns and PSAs encouraging consumers to frequent restaurants and other businesses.
The deck claims GSTV has more locations than McDonald's or Starbucks.
Partners include the NFL, Live Nation, host Maria Menounos, and news network Cheddar.
Data from Mastercard says customers spend almost four times as much at big box stores after filling their tanks than they do on days they don't fill their tanks.
The deck says Chipotle can use GSTV data to target people who live near a restaurant or whose demographics make them likely customers.
GSTV worked with IPG's Acxiom to target those most likely to own a particular brand of car.
Affordable gas has encouraged greater mobility amid lockdowns, according to the deck.
GSTV argues advertisers can reach Americans driving over the holidays as driving replaces air travel.
Its data shows consumers on the move spend more at each stop than they did pre-pandemic.
Spending at convenience stores is up more than 100% compared to the same period in 2019, the company says.
TV viewing is also down by more than 20% among key demographics since the pandemic's peak in March.
GSTV claims it can help replace the billions lost in live sports ad deals.
Gas stations were among the businesses least affected by the pandemic, according to data from Foursquare.
LaLiga North America expands US reach with GSTV content deal
via SportBusiness
US-based national video network GSTV has signed a content deal with LaLiga North America, through which it will show short-form content from the top tier of Spanish football.
LaLiga will begin offering exclusive highlights clips for GSTV from this week and the deal has been signed ahead of the start of the new season on September 12.
LaLiga becomes the first professional football league to offer content on GSTV, which also provides National Football League and Major League Baseball coverage.
GSTV reaches 92 million unique viewers a month.
Boris Gartner, chief executive of LaLiga North America, said: “We want to deliver LaLiga content to our fans wherever they are and partnering with GSTV adds yet another touchpoint with our US audience as we build on that strategy. We are excited to bring the action of the best soccer league in the world to one in three American adults across the country.”
LaLiga North America is a joint venture between LaLiga and Relevent Sports Group, and serves as the exclusive representation of the competition in the US and Canada for all business and development activities.
In June, LaLiga North America teamed up with global sportsbook operator PointsBet to create a new slate of gambling-focused digital programming to coincide with the league’s return to action.
C-store Industry Unites to Honor Frontline Heroes on 24/7 Day
NATIONAL REPORT — Convenience store and fuel retailers are joining together to honor first responders, medical personnel and American Red Cross volunteers who work around the clock for this year's 24/7 Day, scheduled for July 24.
The annual event — which started in 2019 — helps raise awareness and donations for the urgent humanitarian needs of the American Red Cross, and spotlights the c-store industry's critical role in supporting local heroes and the communities they serve.
More than 30,000 convenience and fuel retailer locations are participating in the 2020 celebration. Brands that are joining together with the NACS Foundation and participating in all or most of their locations include ampm, BP and Amoco, California Fuels and Convenience Alliance (CFCA), ExtraMile, High's, Huck’s, JJ's, Kwik Chek, Loop Neighborhood Market, Pilot Co., Rapid Refill & Garrett's Family Market, Rutter's, Sheetz (Community Leader Sponsor), Shell, The Market, Thorntons, Wawa and Yesway.
Each participating retailer is supporting 24/7 Day in its own way, including offering free in-store items to first responders, medical personnel and Red Cross volunteers on July 24 to thank them for their work in local communities.
Additionally, GSTV, the national video network entertaining targeted audience, was named the official 2020 media partner of the NACS Foundation. The company will support the association via video content at fuel dispensers across the United States at more than 24,000 locations, reaching 95 million unique viewers.
GSTV has also created a charitable match program with partners joining the NACS Foundation.
"We know more and more consumers are seeking out positive, uplifting content, and for millions of Americans filling up their vehicles every day, GSTV has become a bright spot for entertaining and informing those communities," said Sean McCaffrey, president and CEO of GSTV. "We're thrilled to partner with the NACS Foundation to support their important community-based initiatives and share with our viewers how they can participate."
Convenience stores support local organizations and charities, contributing and collecting more than $1 billion annually to charities. The NACS Foundation unifies and builds on NACS members' charitable efforts — amplifying the industry's power to positively impact the lives of individuals and families of all ages, in neighborhoods of all sizes, across America and beyond, according to the association.
"We're excited to work with GSTV to keep consumers up to date with the latest developments and achievements in our mission to propel brighter futures," said Stephanie Sikorski, executive director of the NACS Foundation.
The NACS Foundation invites the convenience industry and the public to take part in 24/7 Day by:
Donating to support the American Red Cross' work in communities around the country;
Learning more about disaster response, relief and preparedness in communities and the American Red Cross’ work year-round; and
Sharing stories to celebrate and honor lifesaving work of front-line heroes on social media using the hashtags #247Day, #WeHeartHeroes and #conveniencecares.
GIVING BACK
Here's how some of the NACS Foundation's c-store partners are participating in 24/7 Day and its cause:
Rutter's
York, Pa.-based Rutter's is teaming up with some of its top vendors for "Feeding the Frontline," where front-line workers will receive a free meal at the c-store retailer's locations across Pennsylvania, Maryland or West Virginia as a thank you for their hard work and dedication.
The meal will consist of a grab-and-go sandwich or wrap, a bag of chips and a regular fountain drink. The offer is available to First Responders in uniform, medical or active duty military with ID and Rutter's store employees.
The free meal is available to the first eligible 200 customers per store. Limit one per customer.
Rutter's has also partnered with the American Red Cross for the month of July and will be collecting money through their monthly Charity Canister program to help support local Red Cross initiatives. Customers will be able to make monetary donations to the organization at any Rutter's location.
"Rutter's is proud to support our front-line workers, including our fantastic store employees, during these challenging times," said Scott Hartman, Rutter's president and CEO. "Being able to support the front-line and give back to our communities, through the Red Cross and Rutter's Children's Charities, is needed right now and we're happy we can help."
Additionally, from July 18-23, Rutter's plans to give away $1,000 a day to different local charities supporting first responders. On July 24, the retailer will donate $5,000.
Yesway
Des Moines, Iowa-based Yesway is supporting 24/7 Day by offering a free fountain, frozen or coffee beverage of any size to police, fire, EMTs, doctors, nurses, health practitioners, 911 dispatchers and American Red Cross volunteers who visit any of its Yesway or Allsup's store locations on July 24.
"At Yesway, we believe that we have a duty to support the communities we serve. We are proud to join with the NACS Foundation and all of our c-store industry colleagues to celebrate 24/7 Day and are grateful for the first responders, police, fire, medical personnel, and American Red Cross volunteers who work tirelessly to make a difference in the lives of our fellow citizens and communities every day," said Tom Trkla, chairman and CEO of Yesway. "Every community has its share of these true difference makers, and we want to acknowledge and support them and the terrific work they are doing. On behalf of everyone at Yesway and Allsup's, we would like to thank our hometown heroes on 24/7 Day 2020."
The c-store retailer is also using the occasion to show its appreciation to thousands of Yesway and Allsup's front-line heroes by rewarding them with free dispensed beverages throughout the week of July 24-31.
Kwik Chek
Spicewood, Texas-based Kwik Chek is supporting this year's 24/7 Day by offering a free breakfast — including a fountain drink or coffee — and breakfast biscuit sandwich, taco or pastry to any doctor, nurse, EMT, law enforcement/police, county sheriff, highway patrol, firefighter, border patrol, 911 dispatcher and American Red Cross volunteer.
"At Kwik Chek, we understand the importance and dedication it takes to serve our communities around the clock, and we can’t think of anyone who deserves recognition more than first responders, medical personnel and volunteers," said Kevin Smartt, CEO of Kwik Chek. "We are honored to take part in this year's 24/7 Day and we will continue to serve the needs of our local heroes by offering fresh food and essentials that get communities by, especially during tough times."
Tiger Fuel Co.
The Markets of Tiger Fuel Co. will also honor first responders, healthcare providers, military personnel and disaster relief volunteers who work around the clock to support our communities.
All nine c-store locations will recognize paramedics, EMTs, police officers, firefighters and medical professionals who present a valid I.D. with a complimentary fountain drink or hot coffee (any size) as a way of saying "thank you."
The gourmet-to-go deli stores will express appreciation to police officers and firefighters on July 24 with a special meal delivered to a number of police and fire stations located in Charlottesville City, Albemarle County, Greene County and Locust Grove, Va.
"The first responders and medical personnel are truly inspiring to us and continue to fight through this pandemic, working non-stop to keep our communities safe," said Gordon Sutton, president of Charlottesville, Va.-based Tiger Fuel Co. "We'd like to express our appreciation to all of them on 24/7 Day and hope that this small gesture will help fuel these first responders as they work through this challenging time. It is our privilege to take some time out of our day to thank these local heroes."
The Markets also hosted a number of giveaways on their Facebook page throughout the week, encouraging customers to share stories about local first responders and hometown heroes who are deserving of a catered meal or bagged lunch.
Pilot Co.
On July 24, as part of NACS Foundation 24/7 Day, Knoxville, Tenn.-based Pilot Company is recognizing doctors, nurses, paramedics, EMTs, police, fire and American Red Cross volunteers for their work around the clock to serve our communities.
As a thank you for their service, emergency personnel are eligible to receive one free Pilot fountain drink or Pilot coffee, any size, at participating Pilot and Flying J travel centers, Pilot c-stores, and owned and operated One9 Fuel Network locations.
Social Geek: Location-Based Video: Sean McCaffrey
By: Jack Monson | Social Geek
Today’s guest is Sean McCaffrey, CEO of GSTV. Sean shares the story of the boom of location-based video advertising and content. We discuss how his team, advertisers, and brands are pivoting to due to Covid-19 and what trends and consumer behavior might linger.
Listen to Sean’s interview here.