Crain’s Detroit Business Names GSTV to 2022 Cool Places to Work in Michigan List
DETROIT, MI (August 22, 2022) – Today, GSTV, the national video network entertaining targeted audiences at scale across tens of thousands of fuel retailers, announces that Crain’s Detroit Business has named it to the publication’s 2022 Cool Places To Work in Michigan list. This moment marks the second time in three years GSTV has received this honor that recognizes 100 top companies throughout Michigan judged on company practices, programs, benefits, and employee surveys.
“We’re thrilled to have Crain’s once again recognize us as one of the top companies in Michigan,” said Sean McCaffrey, President and CEO, at GSTV. “Our roots and heart remain firmly in the Detroit market, and I’m thrilled to see our talented team get recognized for driving our company success and continued innovation – all while fostering and maintaining a positive and thriving culture.”
Throughout the past year, GSTV has built on its strong foundation and culture, to continue improving the team member experience. From expanding the employee benefit offering to recruiting and integrating new team members to empowering active team engagement remotely and in office, GSTV constantly collaborates to drive workplace innovation and ensure all team members grow and thrive. “Cool” workplace perks include closing the office on the first Friday of each month for the team to recharge, holding a quarterly speaker series that addresses mental health and wellness topics, and introducing opportunities for the team to collectively give back by partnering with local and national nonprofit organizations.
Cool Places to Work in Michigan is a research-driven program from Best Companies Group, an independent research firm that ranks companies based on stablished research methodology. It examines each participating company’s practices, programs, and benefits, while also surveying its employees for their perspective.
This honor also comes on the heels of GSTV receiving Crain’s Detroit Business’ Excellence in HR Award for Employee Experience this past June.
With a focus on growth, accountability, and tenacity, GSTV remains dedicated to building an inclusive team and culture reflective of the communities that its team serves every day. To learn more about career opportunities at GSTV, visit gstv.com/careers.
GSTV Announces New Programming Slate For Hispanic Audiences
PROGRAM TO BUILD AUTHENTIC SHORT-FORM CONTENT EXPERIENCE FOR SPANISH-SPEAKING CONSUMERS INCLUDING NEW CONTENT PARTNER, KIWILIMÓN
DETROIT, MI and MEXICO CITY, MX (July 20, 2022) – Today, GSTV, the national video network entertaining targeted audiences at scale across tens of thousands of fuel retailers, announces a new slate of content specifically curated to US Hispanic, or Spanish-speaking, audiences. The new programming includes the addition of a new content partner, kiwilimón, the largest Spanish-speaking digital food platform. The programming is expected to reach more than 10MM viewers per month and will launch in zip codes in the US that index higher with Hispanic consumers.
This new show marks the latest milestone in GSTV’s growth in the Hispanic and multicultural markets. GSTV already works with brands, such as AT&T and Advance Auto Parts, to reach scaled bilingual audiences by leveraging GSTV’s targeting capabilities. This content experience marks GSTV’s first move to curate a slate of programming for multicultural audiences. The custom programming features authentic and/or in-language Hispanic segments that span food, sports, music, education and more from authorities in Hispanic culture and Hispanic owned media companies such as kiwilimón, plus existing GSTV content partners, LaLiga and Loop Media, who joined GSTV in 2020.
“With GSTV’s national scale and targeting, rather than retrofitting general market content, we have a unique opportunity to curate entertainment specifically for millions of our Hispanic viewers,” said Violeta Ivezaj, Senior Vice President, Business Operations at GSTV. “GSTV is a strong complement to multicultural media plans, and we’re excited about the authenticity that this new show offers viewers and advertisers alike. Advertisers can organically align with GSTV’s highly desirable Hispanic audience in a contextually relevant way as they are on their consumer journey.”
The GSTV Hispanic programming slate includes:
kiwilimón - Mexico City-based, kiwilimón will produce exclusive custom content for GSTV showcasing authentic Hispanic and Latin recipes.
LaLiga - LaLiga offers exclusive segments highlighting all the action from the competition and featuring top plays, goals, and saves from the best soccer teams and players in the world.
Loop Media, Inc. - Loop Media will produce and exclusively showcase Latin artists from each week’s Top Trending Latin Music Videos.
GSTV “Word of the Day” (“Palabra del DIA”) - GSTV IGNITE Creative and Content Studio will create and produce its popular “Word of the Day” segment in Spanish language.
“Since our founding back in 2009, kiwilimón has continued to connect with food enthusiasts through everything from virtual recipe books to Amazon Alexa integrations. This partnership with GSTV marks an important step in growing our community across the U.S.,” said Philippe Brun, Chief Executive Officer at kiwilimón. “I look forward to growing our community of over 35 million by tapping into GSTV’s incredible network of fuel retailers.”
GSTV’s new Hispanic programming will appear on screens at GSTV sites that over index for Hispanics in 50+ U.S. markets starting July 20, 2002.
About GSTV
GSTV is a data-driven, national video network entertaining targeted audiences at scale across tens of thousands of fuel retailers. Reaching more than one in three American adults monthly, GSTV engages viewers with full sight, sound, and motion video at an essential waypoint of their consumer journey, and GSTV is the only consolidated and scaled digital media platform in the convenience and fuel channel. Analysis of billions of consumer purchases demonstrates that GSTV viewers spend significantly more across retailers, services, consumer goods and other sectors following a fuel transaction. While offering consumers entertaining and informative content, GSTV drives immediate action and creates lasting brand impressions, delivering measurable results for the world’s largest advertisers. Visit www.gstv.com for more information and follow us on Instagram, LinkedIn and Twitter.
About kiwilimón
kiwilimón has evolved as a digital solution for Spanish-speaking women, a website focused on giving culinary advice to those who want to cook. Currently, kiwilimón is the largest Spanish-speaking recipes and food culture platform with content created by an amazing staff that includes professional chefs, journalists, and our community. With more than 12 years of experience, kiwilimón has emerged as a leader in branded content production and has proved to have the most engaged audience among general market and Hispanic digital publishers. To date, the brand has the largest engagement in the food category on Facebook and has over 35 million followers across all social media channels. kiwilimón continues to expand at a fast pace, with presence in countries all over the world, including the United States, where the Hispanic population is one of the fastest-growing racial or ethnic group.
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GSTV Wins Crain's Detroit Business Excellence in HR Award
by Leslie Green, Crain’s Detroit Business
Winner: Employee Experience
“When torn between paths of whether we follow the best interest of GSTV or the best interest of the team member, where we can, we’re always going to side with a team member. It may not always be the best case for GSTV, but we’re going to support our employees,” said GSTV Vice President of Human Resources Amy Ratliff.
GSTV, a national video network serving 28,000 fuel retailers, employs 124 people. When Ratliff joined the company, it wasn’t focusing on employee engagement or open communication. Since then, she said, it has become “high-touch, high-value and high-tech.
“Our CEO (Sean McCaffrey) really wants to understand the thoughts and feelings of our employees and what we’re not doing and should be doing or things we are doing that we shouldn’t be doing so he can make changes,” Ratliff said.
Changes might be improved technology, additional staff or how the company operates “day in and day out,” she said.
Improving the employee experience also meant overhauling GSTV’s benefits package.
The company increased its 401(k)-match program and PTO and added paid parental leave for anyone having a baby, adopting or newly fostering a child. It also added departments, increased staff by 26 percent to alleviate employee strain, developed an open-door policy and began holding one-on-one meetings between employees and Ratliff.
In addition to four weeks of PTO and 12 federal holidays off, the HR department began emphasizing the importance of downtime and self-care by shutting down the office on the first Friday of every month.
“Everyone is so grateful for those self-care days when they can disconnect for a little bit,” said GSTV HR Manager Destiny Crawford. “We exceed our goals because of our teams.”
To further engage employees, the HR department has held fun social events, such as co-worker feud and virtual bingo, and developed quarterly social responsibility programs, such as fundraisers for Black Girls CODE and Susan G. Komen for the Cure and a food drive for Feeding America.
“Our Human Resources team has worked diligently this past year in helping to grow our business, increase our engagement and drive GSTV’s culture. The team has created a culture of empathy, caring and openness that allows our team members to feel like family. Their efforts have led to a significant impact on the growth of our business and overall experience for the GSTV Family,” McCaffrey said.
GSTV was named one of Crain’s Cool Places to Work in 2020.
GSTV Partners with Vistar Media for Ad Serving Technology
New Tech Supports Increased GSTV Programmatic Demand
New York, New York - Vistar Media, the leading global provider of software for programmatic digital out-of-home (DOOH), and GSTV, the national video network engaging and entertaining targeted audiences at scale across tens of thousands of fuel retailers, have formed a strategic partnership for Vistar to power GSTV’s network of digital displays with ad serving software.
For the past four years, GSTV has seen massive success participating in Vistar’s programmatic marketplace through the Vistar supply-side platform (SSP). Building on that trusted partnership, support and its rapid network growth, GSTV has now transitioned its ad serving system onto Vistar’s technology. Vistar’s ad server enables GSTV to ensure reliable content and ad delivery across more than 28,000 locations nationwide.
Partnering with Vistar to streamline its business operations technology enables GSTV to focus on its core expertise of creating and delivering compelling media experiences across its network. Vistar’s software takes on the complexities of scheduling, managing and reporting on ads, while also enabling automation for GSTV’s content requirements.
“We are focused on growing our cutting-edge network along with developing meaningful media experiences that drives action and creates lasting brand impressions. To optimize the flexibility that buyers require at our scale, we knew that we needed to adopt a future-facing ad-serving solution,” said Winston Benedict, Chief Technology Officer, GSTV. “Vistar is a proven partner that combines enterprise-grade engineering with nimble innovation to meet the needs of our growing network. This partnership sets our network up for success today and in the future and ultimately to best serve our client partners.”
Working hand in hand, the Vistar and GSTV engineering teams have created a scalable solution to maintain the high-quality media experience across GSTV’s tens of thousands of locations. In the past year alone, GSTV’s programmatic business has more than doubled YOY. With the upgrade, the new Vistar ad-server unlocks additional unsold GSTV supply for programmatic monetization for the first time to meet growing demand.
“GSTV offers advertisers the ability to reach a highly engaged audience while at the pump, and we’re thrilled they have selected us as their partner to set their network up for optimal success,” said Eric Lamb, SVP, Supply at Vistar Media. “By implementing our ad serving solution, GSTV can now seamlessly manage their inventory and deliver content and advertising across a stable network.”
Vistar’s ad serving and network management technology is available to enterprise and startup networks globally. For more information about Vistar, please direct inquiries to info@vistarmedia.com. To learn more about programmatic advertising on GSTV, please visit gstv.com/programmatic.
About Vistar Media
Vistar Media is the leading global provider of programmatic technology for out-of-home, bringing enterprise-grade software that was purpose-built for the unique requirements of digital signage. Vistar provides a global demand-side platform (DSP) for buyers to activate data-driven programmatic campaigns and a supply-side platform (SSP) to connect signage operators to digital revenue. Vistar also powers some of the world’s most advanced signage networks with device & content management software (Cortex) and ad serving technology. Vistar was founded in 2012 and is headquartered in New York, NY. For more information, visit www.vistarmedia.com.
About GSTV
GSTV is a data-driven, national video network entertaining targeted audiences at scale across tens of thousands of fuel retailers. Reaching one in three American adults monthly, GSTV engages viewers with full sight, sound and motion video at an essential waypoint of their consumer journey, and GSTV is the only consolidated and scaled digital media platform in the convenience and fuel channel. Analysis of billions of consumer purchases demonstrates that GSTV viewers spend significantly more across retailers, services, consumer goods and other sectors following a fuel transaction. While offering consumers entertaining and informative content, GSTV drives immediate action and creates lasting brand impressions, delivering measurable results for the world’s largest advertisers. Visit www.gstv.com for more information.
New Affinity Solutions Study Commissioned by GSTV Uncovers Link Between Fueling Behavior and Elevated Consumer Spending
Analysis of hundreds of millions of card transactions reveals fuel purchase as predictive of a fourfold increase in spend across major retail categories
DETROIT, MI and NEW YORK, NY (May 11, 2022) – Today, Affinity Solutions, a leading consumer insights company, and GSTV, the national video network engaging and entertaining targeted audiences at scale across tens of thousands of fuel retailers, unveil a new analysis that shows a predictive relationship between a fuel transaction and increased retail spending. Key findings include that, in the three hours after fueling, consumers spend 3.7 times more money, transact 4.2 times more frequently, and are over four times more likely to make at least one additional purchase compared to those not fueling that day.
“GSTV came to us with a hypothesis: since consumers often stop for fuel as part of a larger shopping trip, a fuel transaction might be a good predictor of immediate future spending,” said Phil Lore, EVP & Chief Revenue Officer at Affinity Solutions. “Our analysis, spanning hundreds of millions of credit and debit card transactions, across 20 million accounts, bears this out. As marketers look for data-driven opportunities to increase media performance, these findings identify a uniquely pivotal moment along the shopper journey to strongly influence consumer decision-making.”
Of particular interest to marketers, Affinity Solutions quantified the lift in spend propensity for more than a hundred of the country’s top retailers and restaurants, offering advertisers unique insights to help them develop strategies to drive more in-store sales. The analysis quantified the increase in spend at specific key retailers following a fuel transaction including Walmart (+5.0x), Kroger (+4.9x), Target (+4.0x), Walgreens (+3.8x), Taco Bell (5.8x), Home Depot (5.2x), and Chick-fil-A (6.6x), among others. The study also found that a fuel transaction predicts substantially higher levels of spend across major categories, including quick service restaurants (+5.3x), home supply (+5.2x), grocery (+4.8x), big box (+4.0x), casual dining (+4.0x), and pharmacy (+3.6x). Spend behavior was analyzed in the three hours immediately following a fuel transaction from 4/1-7/31/21 and compared to active accounts without an observed fuel transaction that day.
“Advertisers have long understood the importance of reaching viewers at precisely the right moment. This research sheds new light on just how important certain moments can be,” said Eric Sherman, EVP, Insights and Analytics, GSTV. “Affinity Solutions has uncovered a “fueling multiplier” -- an amplification of an ad’s potential impact based on its temporal and geospatial proximity to elevated consumer spending, creating a unique messaging opportunity for marketers.”
The analysis period for the study came more than a year after the start of the Covid-19 pandemic during a lull in cases when there was widespread vaccine availability and prior to the uptick of cases from the Delta variant. In addition to comparing post-fueling behavior to those not fueling that day, the research also looked at changes to post-fueling spend behavior over time, specifically comparing April through July of 2019 against the same period in 2021. The study saw post-fuel consumer spending rise almost 50% in the three hours following a fuel transaction.
The release of this new data and insights comes on the heels of GSTV’s recent announcement of GSTV AMPLIFY, a retail media network that offers CPG marketers the ability to complement and strengthen existing omnichannel brand plans and strategies. With multipliers of spend likelihood defined across categories and key retailers, the new data from Affinity Solutions further demonstrates the value of the unique moment on the consumer journey that GSTV offers to marketers. To learn more about how GSTV reaches consumers in proximity to key retail channels, visit GSTV.com/amplify.
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About Affinity Solutions
Affinity is the authoritative source of truth for news outlets, not-for-profits, research firms and businesses in the US and the only source for purchase insights that can be analyzed by demographic, geographic, lifestyle segment and political affiliation. We power consumer engagement predicated on actual purchase data to help marketers move at the speed of the consumer and improve people's lives. Affinity is powered by Panorama, which is an always-on, privacy-safe platform, within a safe-haven environment. Panorama deterministically matches actual purchase data, and complementary data sets, for audience scoring and validation that drives precision marketing.
To learn more about Affinity Solutions visit www.affinitysolutions.com
About GSTV
GSTV is a data-driven, national video network entertaining targeted audiences at scale across tens of thousands of fuel retailers. Reaching more than one in three American adults monthly, GSTV engages viewers with full sight, sound, and motion video at an essential waypoint of their consumer journey, and GSTV is the only consolidated and scaled digital media platform in the convenience and fuel channel. Analysis of billions of consumer purchases demonstrates that GSTV viewers spend significantly more across retailers, services, consumer goods and other sectors following a fuel transaction. While offering consumers entertaining and informative content, GSTV drives immediate action and creates lasting brand impressions, delivering measurable results for the world’s largest advertisers. Visit www.gstv.com for more information and follow us on Instagram, LinkedIn and Twitter.
Adweek: How GSTV Works With Music Artists and Film Companies
by Meseret Ambachew, Adweek
GSTV's chief executive officer and president Sean McCaffrey says his company reaches 40% of people across the U.S.
The digital OOH company invited MGM Studios' CMO during its NewFronts presentation to talk about the success of its content partnership
Retail digital display company GSTV presented at the IAB’s NewFronts for the third time on the event’s final day, held virtually.
The company touted its reach of 105 million people across the U.S., mainly through displaying content at gas pump stations, which is 40% of adults in the country, according to company chief executive officer and president Sean McCaffrey. With the average consumer pumping gas at least three times a month, the company chalks that up to 15 minutes of time spent with its display.
“The experience itself is outside the home when you use that three to four minutes of dead air,” McCaffrey told Adweek.
Gas prices are at an all-time high, but the alarming numbers haven’t appeared to limit GSTV’s ability to cut content partnership deals, driving its ad business and audience growth. And it’s becoming defter at showing the impact of those deals. Through GSTV’s recent partnership with insights company Affinity solutions, the company found it is 50% more efficient than digital video for campaigns like consumer packaged goods.
Raising the volume on music artists
PG County, Maryland native music artist, Reggie Becton, was invited to speak at its presentation. Becton is in a partnership with Live Nation Entertainment, which currently displays four-minute-long content through GSTV.
Artist Reggie Becton saw his listenership almost triple after his Live Nation video featured at Shell gas stations.
The music artist said he received an influx of messages from friends and fans on his Live Nation spotlight video displayed at Shell gas stations. “It was just like wildfire after that,” said Becton.
According to Becton, within two months Becton’s Spotify listenership nearly tripled, his followership on the platform is now over 255,000.
From small screens to big screens
GSTV also highlighted a partnership with film company MGM Studios, where the company used GSTV’s in-house content studio, Ignite, to create content campaigns for its films.
According to GSTV executive vice president and chief marketing officer, Steve Ochs, after MGM’s video takeover campaign to promote The Addams Family 2, MGM tapped GSTV again in February for its Channing Tatum featured film, Dog.
MGM Studio chief marketing officer, Stephen Bruno, noted the current difficulty of encouraging viewers to go to the movies, but GSTV’s method of unexpected creative—plus the time and place—”helped MGM break through the clutter,” said Bruno.
Insider: A gas station video platform that works with brands like PepsiCo and Heineken is trying to grab retail media dollars — here's its pitch to advertisers
by Patrick Coffee, Insider
GSTV has repositioned itself as a complement to big retail ad platforms like Amazon and Walmart.
The company places ads for the likes of PepsiCo and Coca-Cola at gas stations and has been growing in the pandemic.
Its new pitch deck focuses on how its ads can drive sales at convenience stores and big-box chains.
Scores of retailers and other sorts of companies have jumped into digital advertising to chase some of the $31 billion in ad revenue that Amazon pulled in last year.
GSTV, or Gas Station TV, is a digital video network that places ads for the likes of PepsiCo, Coca-Cola, Heineken, Mars Wrigley, and Johnson & Johnson at more than 28,000 gas stations. As retail media attracts billions from brands and investors, the company is pitching a new ad product called Amplify that connects ad spending to retail sales.
Rockbridge Growth Equity-backed GSTV works with franchisee-owned locations of convenience store chains like 7-Eleven and BP, which lack the scale and resources of giants like Walmart and Target. So GSTV has begun representing them collectively in negotiations with advertisers, ad agencies, tech, and retail companies, GSTV CEO Sean McCaffrey said.
With retail media heating up, GSTV is pitching itself to advertisers that already spend with bigger players like Amazon, Walmart, and Instacart.
GSTV grew revenue at a double-digit rate in 2021 and hired Kristal Walton, a former marketer for SC Johnson and Sam's Club, to build on that growth by focusing on targeting and measurement capabilities as well as the platform's proximity to big retailers, said McCaffrey.
"We reach 40% of US adults as they are spending money and likely to spend more," McCaffrey said. "We show them the last TV ad they see before they walk into retail doors."
McCaffrey said the company avoids data privacy issues by letting its retail partners handle their own first-party consumer data for advertisers.
Below is GSTV's latest deck, which it's using to pitch a variety of companies.
GSTV is using the Amplify launch to position itself as an alternative retail platform.
GSTV claims to have a larger US footprint than McDonald's and Starbucks combined.
It cites Comscore research showing consumers pay more attention to ads at the gas station display than on CTV.
GSTV says it can help advertisers boost sales at gas station convenience stores and nearby retailers.
GSTV partners with thousands of franchisees that can provide brands with their own first-party consumer data.
GSTV claims to be the only platform that lets advertisers reach consumers right before they enter a store.
GSTV says it works closely with CPG brands.
A key part of GSTV's pitch is data showing that people tend to combine gas station visits with shopping at other retail locations.
CEO Sean McCaffrey said the platform is in talks with big-box retailers to combine their data and advertising products in a package deal for brands and buyers.
GSTV says it can offer advertisers proximity to major retailers.
GSTV claims to deliver bigger returns for advertisers than other retailer platforms.
A big part of GSTV's new pitch involves partnerships with analytics companies including IRi and Catalina that help brands measure campaign results.
GSTV claims its new analytics offerings can measure things like units sold.
MediaPost: Pumping Sales: Q&A With GSTV's Sean McCaffrey
by Todd Wasserman, MediaPost
Now that the amount of time people spend in front of the television has been declining over the past decade, traditional TV is no longer the sure thing it used to be for getting in front of viewers.
One alternative is GSTV, a network of programming at the gas pumps. GSTV claims an audience of 104 million monthly unique viewers. For three to five minutes, GSTV gets access to consumers while they have not much else to do but pump their gas.
Since launching in 2005, GSTV has expanded to 25,000 locations at 7-Eleven, BP, Chevron and Gulf, among others. GSTV viewing has also soared during the pandemic, as PepsiCo and other major advertisers came on board.
We spoke with Sean McCaffrey, president and CEO of GSTV, about the network. Below are some excerpts from that conversation.
Marketing Daily: Do you have stats on how many people pay attention to GSTV? I assume it comes on when they start pumping, but how do you know they’re not looking away or listening to their own devices?
Sean McCaffrey: We take the time we have with our viewers while they are fueling up very seriously. In those three to five minutes, we want to supply our viewers with an entertaining and informative respite in their day, and the content experience that we’ve programmed reflects this.
From our 2021 Audience Insights study, we know that 89% of consumers watch and listen to GSTV. That amounts to 104 million unique viewers each month giving GSTV their 1:1 attention, or 2.5x more attentive to ads on GSTV than ads on linear TV, and 3.2x more attentive to ads on connected TV.
Marketing Daily: What are the products that you find get the best pickup when advertised on GSTV? What are some opportunities you see that are so far unexploited?
Sean McCaffrey: We work with advertisers across a wide array of categories, some that one would expect to see on GSTV, and some that may be more unexpected, but perform equally well. The success of our advertisers is leveraging GSTV to capture consumers who are not just fueling up, but out and about and in the mindset of making their next purchase decision for today’s lunch, this afternoon’s activity, tonight’s show to watch, next month’s vacation, a new car this summer, and beyond.
Being steps away from convenience stores, packaged foods and bottled beverages make a lot of sense for GSTV. However, we also know that on the day that consumers are fueling up, they are often making other stops as well -- and GSTV is one of the last full sight, sound, and motion screens they are paying attention to in the last mile of their consumer journey.
Because of this, we’ve found success for CPG brands looking to drive purchase decisions across retail channels, whether it be grocery, drug, or big box. We also know that our viewers eat and drink a lot, so QSRs have found success partnering with GSTV.
Likewise, automotive (our viewers are drivers), entertainment, financial services and travel are also categories that are unexpected but have performed well on GSTV because our viewers are in the right mindset.
Every ad impression, for example, is also a payment transaction, so for a financial advertiser, say, it’s a highly contextual moment to talk to consumers about their relationship to their money, household budget, financial wellness, etc.
Marketing Daily: What do electric cars mean for the long-term prospects for GSTV?
Sean McCaffrey: Regardless of the type of fuel, we are in the business of following the consumer journey. We know that electric cars are on the rise, and we’re keeping pace with consumer adoption.
We’re a partner alongside those who are fueling the evolution of transportation -- retailers, auto OEMs, major energy companies. We all know this is a rapidly evolving industry and we look forward to what’s to come for the intersection of consumer transportation and media.
Our business has been growing over the past few years -- not only in the footprint of our network and size of our audience, but also in the variety of brands partnering with us and the success of delivering on outcomes -- and we will continue to innovate around reaching consumers at the right time, right place, and right moment.
Marketing Daily: Gas prices have spiked recently. Do you find that rising prices makes GSTV consumers less receptive to ads? Why or why not?
Sean McCaffrey: We have not found a connection between the price of fuel and a consumer’s receptivity towards what’s on the screens. Our content experience is designed to entertain and inform based on audience insights, and that does not fluctuate with changing consumer prices.
Marketing Daily: What about when someone walks into a convenience store/gas station that has GSTV? Are there reminders in-store? How do they work?
Sean McCaffrey: According to our Audience Insights study, 62% of fuelers visited the C-store on their most recent visit to the gas station. Our primary aim is to entertain, inform and connect with our audience of drivers filling up at the 28,000+ fuel retailers with GSTV screens across the U.S., and also to best serve the advertisers and retailers who partner with us.
We do this best by partnering with brands, agencies, and retailers to reach consumers at the right time, right place, and right moment -- and in that right mindset -- about their next stop post-fuel-up. We work with our fuel retailer partners to use messaging that shares their latest promotions on our screens to drive customers into the C-store, and we work with brands to direct consumers with creative best practices and calls-to-action relevant to their campaigns.