Gas Station TV Hires New ‘Sales Pump’ to Launch Rebranding Effort Focused on Driving Consumers for Advertisers and Gas Retailers
Broadened capabilities, increased industry adoption and network expansion fuel brand refresh
Birmingham, MICH. – July 17, 2012 –Gas Station TV (GSTV), America’s #1 video network at the pump, proudly announces that in support of a new rebranding effort, it has hired the world’s first ‘Sales Pump’ to drive business for its advertiser and gas retailers. Under the theme of ‘Driving Consumers’, GSTV’s new brand messaging focuses squarely on the network’s unique ability to deliver the critical hard to reach, on-the-go consumer. The star of the new campaign is a virtual salesperson—the GSTV Sales Pump—who embodies the spirit of the brand. The icon serves to personify how GSTV effectively engages, influences, and drives consumers to action for advertisers, as well as the gas stations carrying the network.
“There has never been a better time to introduce new GSTV branding,” said David Leider, CEO, GSTV. “Our previous positioning was very TV network-centric, but having grown in our relationships with our advertising and gas retailer clients in the past six years, expanded our network offerings, and conducted numerous research studies, we realized that we were not doing the brand justice by limiting ourselves to a simple comparison to one medium and not highlighting the network’s overall benefits. With ‘Driving Consumers’, we speak directly to our ability to influence consumers to action. An added benefit is that the new theme also speaks to the 100 percent driver make-up of our audience – a tremendous benefit for many of our advertisers.”
“For gas retailers,” continued Leider. “GSTV is equally effective at driving consumers from the pump into the convenience store. According to our research, stations can realize up to a 78 percent sales lift for the products they promote on our screens. I’d say that is Driving Consumers defined.”
A recent inclusion in standardized agency planning tools also strongly influenced the branding initiative. GSTV—which is gaining momentum as a standard component of the traditional marketing mix for advertisers looking to reach on-the-go consumers—recently rolled out an audience planning tool which allows advertisers to view the advantages and value of GSTV in direct comparison to other media. Working in conjunction with Nielsen Media Research, through its Interactive Market Systems (IMS) division, GSTV developed a model for IMS Clear Decisions 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. Its new IMS tool is an evolution of the network’s commitment to providing advertisers with robust planning tools.
“As the recognized leader in gas video media and one of the premier digital out-of-home networks, it is only natural to include our network data in the tools instrumental for the planning community,” Leider went on to say. “GSTV is rapidly becoming a key component to many advertisers’ traditional marketing plans, and readily availing our data to them is instrumental to our network to sustaining momentum in the industry.”
Other key contributing factors in GSTV’s move to the more action-oriented ‘Driving Consumers’ branding is its success with the new **GSTV (**4788) mobile platform and recent custom content programs it has done on behalf of advertisers—most notably a recent integration created for Chevy with local AccuWeather reports appearing on the network.
Punctuating the network’s decision to evolve its branding is its unprecedented expansion. The network currently reaches more than 32 million monthly viewers in over 110 DMAs. In the past six months, the network has added six new markets to its footprint and has plans to expand to three additional markets before year’s end. The rapid expansion is fueled by the $50 million investment Wayne, a GE Energy Business and global innovator of fuel dispensers and technologies, made in the network late last year. At its current growth level, GSTV is on track to top more than 70 million monthly viewers within two years.
The new brand campaign, along with the network’s new Sales Pump, makes a debut on GSTV’s reenergized Website at www.gstv.com.
###
Tanisha Leonard
GSTV
(248) 581-2983 - office
(248) 709-4177 - mobile
tanisha.leonard@gstv.com
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.
Tags:
