Gas Station TV Advertising Effectiveness Takes Center Stage with Integration into Nielsen’s IMS Agency Planning Tools
BIRMINGHAM, Mich. – July 17, 2012 – Gas Station TV (GSTV), America’s #1 video network at the pump, is pleased to announce that it, in conjunction with Nielsen Media Research, through its Interactive Market Systems (IMS) division, has developed a GSTV audience planning model which allows advertisers to view the advantages and value of GSTV in direct comparison to other media. The new GSTV IMS Model further demonstrates how effectively the network reaches today’s on-the-go-consumer.
Available in IMS Clear DecisionsTMthrough Crosstab and RandF, the GSTV model was developed using MRI gas purchase behavior data and Nielsen GSTV audience data. GSTV was the first network in the gas space to partner with Nielsen on overall audience measurement, and its news IMS tool further demonstrates GSTV’s commitment to providing its advertisers robust audience simulation tools.
“We are thrilled that Nielsen IMS recognized the need for gas station-based video networks to be included in agency planning tools,” said David Leider, chief executive officer, GSTV.
The increased measurability of GSTV further showcases the benefits of the network to advertisers including accessing a captive, engaged audience and the ability to geo-target messaging down to the individual station level all with cost efficiencies equal to or greater than TV, cable, radio and Internet, while simultaneously providing unprecedented creative flexibilities over the traditional media.
Using the GSTV IMS model, media planners can readily exploit GSTV’s proficiency at delivering a specific target audience, build a GSTV schedule, determine reach and frequency of a schedule on the network, and incorporate GSTV into IMS Media Mix or IMS Campaign R/F for overall plan optimization.
“Proliferation of media choices and audiences shifting away from traditional media makes it more important than ever for planners to diversify their media mix in order to achieve reach,” added Leider. “The new GSTV IMS Model from Nielsen allows us to better demonstrate our reach of the most important customers to marketers’ video plans – those that are in-market and on the path-to-purchase.”
GSTV has worked closely with Nielsen since the network pioneered gathering audience statistics for the gas space in April 2008.
“Nielsen is committed to meeting ongoing measurement needs in the location-based media space,” said Paul Lindstrom, senior vice president, Nielsen OnLocation. “The release of the GSTV IMS Model is a great next step for Nielsen in helping its clients make better media decisions and generate stronger results.”
About GSTV:
Gas Station TV (GSTV) is America’s #1 video network at the pump. Delivering the hard to reach, on-the-go consumer, GSTV reaches more than 32 million monthly viewers at the nation’s leading gas retailers in 110+ U.S. DMAs. Through its inOvationTV partnership with Wayne, a GE Energy Business, the network is on track to increase its monthly reach to over 70 million.
Offering an industry-leading experience, GSTV engages, influences and drives consumers to action on behalf of its advertisers and gas retailers with exclusive content including news from CNN’s Headline News, entertainment headlines from Showbiz Tonight, sports from ESPN, business and personal finance reports from Bloomberg TV, and GSTV’s original social media program, “Your Neighborhood,” in addition to local weather updates from AccuWeather.
About The Nielsen Company:
The Nielsen Company (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related assets. The company has a presence in approximately 100 countries, with headquarters in New York, USA. For more information on The Nielsen Company, visit www.nielsen.com.
Tanisha Leonard
GSTV
(248) 581-2983 - office
(248) 709-4177 - mobile
tanisha.leonard@gstv.com
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