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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.

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AgencySpy: MoonPie’s “Super Bowl” Ad Only Ran at Gas Stations

By: Minda Smiley | AgencySpy

In a move that couldn’t be more on brand, MoonPie got in on the Super Bowl action on Sunday by airing an ad of its own … exclusively at gas pumps across America.

To be fair, it’s a sound strategy. We assume the chocolatey marshmallow cakes are a staple at gas stations, and the ad clocks in at 80 seconds, giving patrons more than enough time to fill up their tanks and wonder what the hell they just watched.

Without further ado, here it is.

True MoonPie fans will know that this isn’t a one-off thing. The Chattanooga, Tenn.-based brand—best known for its wry tweets—has been having a bit of fun with what it refers to as #TheBigThing since 2018, when it tweeted out nine faux Super Bowl commercial scripts.

In typical MoonPie fashion, they were incredibly off the wall. Three of them were turned into actual ads the following year, all of which ran online.

This year, the brand took things a step further by elaborating on one of last year’s ads, which featured a “MoonPie Child” meeting its adoptive family. From what we can tell, MoonPie Child doesn’t appear to be enjoying life in suburbia—but hey, at least it got to enjoy its day in the sun on “hundreds of thousands” of fuel pump screens around the country.

The stunt was pulled off in partnership with full-service agency Tombras and GSTV, a network that specializes in video content at gas stations.

“When Tombras approached us, we immediately realized their idea was a stroke of genius—and not just because of the spot’s creative vision,” Sean McCaffrey, president and CEO at GSTV, said. “Brands today know 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.”

All of this begs the question: What will MoonPie do next? Maybe next year we’ll see a local Super Bowl buy, but even that seems too mainstream for its liking. Only time will tell.

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