• Mediaweek, Wednesday, April 15, 2009 9:30 AM

Pump Media, a digital out-of-home media network at the gas pump, is turning its audio and video LCD screens into touch screens, so viewers can interact with the content.

Two stations in Los Angeles are serving as a test. Plans are to roll out the touch screens to 100 stations in four large California markets. The screens play ads and include a row of buttons at the bottom of the screen that the consumer is invited to touch for directions, traffic, lotto, news, a menu for a local restaurant and to get coupons. Motorists can also make purchases right at the pump.

Pump Media is one of several companies providing digital networks at the gas pump. The network currently reaches more than 200 stations in eight markets, including Los Angeles, San Diego, Las Vegas, St. Louis, New Orleans, Baton Rouge, Columbus, Ohio and Washington, D.C.

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