Martech Zone: GSTV: Target Consumers at the Pump with Location-Based Video Experiences
By: Douglass Karr | Martech Zone
Every day, millions of Americans get in their vehicles and go. Fueling up drives commutes, commerce, and connection; and that’s when GSTV has their undivided attention.
Daily, at tens of thousands of locations, their national video network owns a unique moment that matters, when consumers are engaged, receptive, spending more today and influenced for tomorrow and beyond. In fact, GSTV reaches 1 in 3 American adults monthly, engaging viewers with full sight, sound, and motion video at an essential waypoint on their consumer journey.
GSTV Overview
Case studies of GSTV include social engagement, retail sales lift, increasing ad effectiveness, store and dealership visitation, lift in consumer spending, building viewer awareness and tune-in, and lifts in website visitation.
GSTV Short Form Video Example
Chances are that you’ve seen and responded to these short form videos that drive a call-to-action. Here’s a great example for retail establishments to get someone who is pumping gas to walk into the store and make a purchase:
GSTV Reach
GSTV engages adults with hundreds of millions of individual 1-to-1 interactions to entertain, inform, connect, and deliver a moment that moves today and matters tomorrow. Benefits of their target audiences include:
Spending – A young, active, affluent audience, who spends +1.7x more following a fuel transaction
Real People – A Nielsen audited network, with no bots, no fraud and no DVRing
Brand Safe – Premium content curated for a general audience
Engagement – Traveling, dining, listening, shopping, spending, and more while engaging at a pause point in their journey
Capabilities through GSTV’s 95 million unique visitors includes the ability to target first party audiences based on their demographic, geographic, and behavioral data.
GSTV helps marketers achieve quantifiable business results and maximize their ad spend. GSTV has delivered double-digit increases in retail visitation, millions of dollars in sales lift, and significant increases in brand metrics for some of the world’s largest advertisers.
GSTV Extends Content with Loop Media
Loop Media, a streaming media company focused exclusively on premium short-form video, announced a content partnership with GSTV to produce and share short-form music videos, top new music videos, movie trailers for new releases, and top movie trailer compilations.
This short form streaming content provides opportunities for brands and marketers to effectively target consumers outside the home.
Convenience Store News: Make Converts Out of Gas-Only Customers
By: Tammy Mastroberte | Convenience Store News
In the June issue of Convenience Store News, GSTV’s Eric Sherman, SVP, Insights & Analytics, and Dan Trotzer, EVP, Industry speak to the challenge fuel retailers face in pump-to-store conversions, and showcase how GSTV has become a valuable asset for capturing consumer attention and driving foot traffic.
Read the article HERE.
The National Center for Missing & Exploited Children & MUH-TAY-ZIK / HOF-FER Enhance Runaway Train 25 with Customization Technology on National Missing Children's Day
Verizon Supports Effort with Donated Digital Media
By: The National Center for Missing & Exploited Children | PR Newswire
ALEXANDRIA, Va., May 25, 2020 /PRNewswire/ -- Today, the National Center for Missing & Exploited Children (NCMEC) and ad agency MUH-TAY-ZIK / HOF-FER announced a second phase of the successful, ongoing Runaway Train 25 initiative that will empower local communities to find missing children in their neighborhoods. The added personalization tool will now enable the user to select the exact child they would like to see in their music video. By creating a dynamic, customized video, the search efforts for a missing child will be more hyper-local than ever before.
Since its launch on National Missing Children's Day 2019, Runaway Train 25 has assisted in the recovery of more than 20 missing children. NCMEC has also reported an increase of 60% in leads in the fight to bring missing children home since the video was released. Runaway Train 25, which reinterprets the award-winning Soul Asylum song "Runaway Train" with musical artists Jamie N Commons and Skylar Grey featuring Gallant, showcased the profiles of missing children from the NCMEC database based on a viewer's location.
"When we launched last year, it was about getting local. This year we're getting to a more personal level, where people can search for loved ones or someone they know," said Adam Ledbury, Creative Director at MUH-TAY-ZIK / HOF-FER.
The new technology allows people to easily search the NCMEC database and create a customized video featuring a specific child or children. Users can add up to six missing children from the database into their own version of the Runaway Train 25 music video. The system generates links for Facebook and Twitter so the video can be shared on social media with one click.
"61% of kids recovered are found in the state in which they went missing," said John Matejczyk, Chief Creative Officer/Co-Founder, at MUH-TAY-ZIK / HOF-FER. "The ability to customize a music video about a kid in your neighborhood means that an entire community can rally their support behind the family and help increase the chances that more people will see that child's face. We are giving them the tools they need and the power they feel they so often lack in these difficult situations. Using technology and music, we are able to go far beyond the poster and the milk carton to improve our recovery rates, to empower communities to advocate for their kids."
To increase awareness of the new Runaway Train 25 video, and to recognize National Missing Children's Day, Verizon has donated the advertising space on its Yahoo and AOL mail sign in pages to NCMEC. These pages will display the Runaway Train video to millions of Yahoo and AOL users on National Missing Children's Day.
"In our efforts, we've seen that a small tip can have a big impact on a missing child's life," said John Clark, NCMEC President and CEO. "Every day people can become heroes by providing a tip that leads to the recovery of a missing child. We are grateful to all of our partners who have used their voice to help bring home missing children."
NCMEC has again partnered with GSTV, the national video network reaching targeted audiences at scale across tens of thousands of fuel retailers, which includes a two-phase media donation. In Phase 1, GSTV will air NCMEC creative across 48 states. Phase 2 will incorporate targeted, regional campaigns featuring missing children by state and specifically tailored campaigns for Hispanic and African American communities. Since partnering with GSTV in the initial launch of Runaway Train 25, NCMEC reported that 8 of the 16 total missing children featured in ads that ran exclusively on GSTV's video platform were successfully recovered.
About The National Center for Missing & Exploited Children (NCMEC)
Since 1984, the National Center for Missing & Exploited Children® has served as the leading private, nonprofit organization helping to find missing children, reduce child sexual exploitation and prevent future victimization. As part of its work as the clearinghouse and resource center on issues relating to missing and exploited children, NCMEC operates a hot-line, 1-800-THE-LOST® (1-800-843-5678), and has assisted in the recovery of more than 319,000 missing children. NCMEC also operates the CyberTipline®, a mechanism for reporting suspected child sexual exploitation, which has received more than 65 million reports. https://www.missingkids.org
About MUH-TAY-ZIK / HOF-FER
MUH-TAY-ZIK / HOF-FER is a creatively driven, strategically focused agency with offices in San Francisco and NYC. As a part of London-based VCCP, we are a formidable combination helping the world's most ambitious brands to get chased. With over 1,000 employees in 8 locations, we are a global full-service alternative to small independent agencies and holding companies. https://mtzhf.com/
About Runaway Train 25
Founded on May 22, 2019, Runaway Train 25 is a cross-industry initiative led by the National Center for Missing & Exploited Children (NCMEC) and MUH-TAY-ZIK / HOF-FER to reinvent the search for missing children. The music video reinterprets the award-winning Soul Asylum song "Runaway Train" with musical artists Jamie N Commons and Skylar Grey featuring Gallant. Since its release, Runaway Train 25 has assisted in the recovery of more than 20 missing children and increased search leads by 60 percent, according to NCMEC. www.runawaytrain25.com
Adweek: MoonPie Finally Has a National Super Bowl Ad, But Only at Gas Stations
The snack cake brand and agency Tombras teamed up with GSTV
By David Cohen | Adweek
This year’s Super Bowl ad from MoonPie was a real gas because, other than Twitter, the only place where they can be viewed is the gas station.
Chattanooga Bakery’s snack cake brand teamed up with agency of record Tombras on the next step in its #TheBigThing campaign, bringing its Big Game ad to screens on fuel pumps at gas stations worldwide via GSTV.
MoonPie and Tombras kicked off #TheBigThing in 2018, publishing nine absurd scripts for television spots that they would have produced and aired if the budget permitted.
The brand and the agency took things one step further last year, actually filming spots, although they only ran online.
This year, they took #TheBigThing national, or at least to thousands of screens at gas stations nationally via GSTV, which said its video network reaches one out of three Americans every month at over 22,000 fuel retailers across the country.
The video had nearly 155,000 views at the time of this post, and MoonPie said that according to the USA Today Ad Meter, that total topped those of brands including Little Caesars, Verizon, Tide, Reese’s, Toyota, Snickers, Procter & Gamble, Porsche, Disney’s Mulan and Rocket Mortgage.
MoonPie added that it has tallied roughly 4.3 million organic impressions thus far, and it shared some positive reaction to its tweets.
Tombras president Dooley Tombras said in a release, “This would seem like a crazy idea for most brands, but it’s perfect for MoonPie because it’s an ‘Outta This World’ creative idea and media placement. Millions of consumers stop by gas station convenience stores on their way to parties or to stock up for their own gatherings. So, not only did we finally make a TV spot for MoonPie, but we did it while making sure we were in the right place at the right time with a spot worthy of advertising’s biggest day.”
Tombras chief creative officer Jeff Benjamin added, “Living in New York City for nine years where they have these baby gas stations, it had been a while since I’d been to a real, American fuel stop. The innovation that’s taken place fueled our thinking and made GSTV the perfect ‘Outta This World’ platform for our trilogy. What a fun way to keep this campaign running. I’m pumped.”
And GSTV president and CEO Sean McCaffrey said, “When Tombras approached us, we immediately realized their idea was a stroke of genius—and not just because of the spot’s creative vision. Brands today know that it’s increasingly difficult to find moments when consumer attention is truly focused, so with an unavoidably attention-grabbing spot and a media buy that leverages the full scale and capabilities of GSTV, it’s the perfect way to stand out.”