Gas Pump Videos Integrate Real-Time Ad Targeting

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Outcast Media, which supports a video network on gasoline pumps, will begin offering a variety of services pulled from the toolkit of search marketers. Nathan Gill, co-founder and chief revenue officer, believes the small screen atop gasoline pumps will integrate real-time ad targeting into the attribution purchase path.

Gill said Outcast signed a deal to integrate screens and technology into gas pumps manufactured by Gilbarco, which should turn the 30 million monthly consumer views into 100 million by 2013.

About 90% of Outcast's clients, like Mazda, run a 30-second spot made for broadcast, but Gill wants the campaigns to talk directly to consumers by taking into consideration the time of day, weather conditions and geographic location. Such information can augment ads for allergy medicine when daily pollen counts rise, or shovels when snow begins falling.

Consumers who view videos on pump screens running Outcast's technology spend more than $18 billion annually within four hours of fueling up. These consumers typically tune out traditional advertising. Some 51% prefer to skip or close online ads, and 53% of the time females fast-forward through commercials.

This customer segment adopts technology early and influences many. Some 54% are more likely to cut the cord, use Foursquare twice as much as the general population, and download 60% more apps to their phone. In addition, 54% of the men use their smartphone to shop, 75% of women play games on their smartphone, and 41% of women frequently visit online video sites.

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12 comments on "Gas Pump Videos Integrate Real-Time Ad Targeting".

1. Tom Keane from USA Weekend
   

   commented on: December 6, 2012 at 8:59 a.m.
   I'm sorry but there is nothing more annoying than these loud, intrusive pump top screens. A few precious moments of quiet ruined by commercials and inane child rearing tips from TV personalities. To borrow from Rodney King . . .Can't we all just shut up, for just 2 minutes?
2. Michael Natale from MCM Media Sales
   

   commented on: December 6, 2012 at 10:41 a.m.
   Print = Dinosaur
3. Tom Keane from USA Weekend
   

   commented on: December 6, 2012 at 11:42 a.m.
   Michael, People who purchase print do so of their own volition and consume at the time and place of their chosing. That's audience engagement, as opposed to unwanted, unwatched, non-engaging aural and visual clutter. Buon Natale.
4. John Watkins from Watcom
   

   commented on: December 6, 2012 at 12:56 p.m.
   When I pull up and the pump. The first thing I do is shut that annoying video down. If I want additive to my gas I will choose to do so with them yelling at me. Total waste like so much advertising as far as I'm concerned.
5. Michael Natale from MCM Media Sales
   

   commented on: December 6, 2012 at 3:13 p.m.
   Tom, people purchase print for the content.....print ads kill trees.
6. Michael Natale from MCM Media Sales
   

   commented on: December 6, 2012 at 3:34 p.m.
   John you can shut off the fuel additve screens sound? Is that true?
7. John Watkins from Watcom
   

   commented on: December 6, 2012 at 3:44 p.m.
   michael, At least at our Kroger store you can. It's part of my routine to shut it off before I start pumping gas. A couple of touches on the no button and it stops talking.
8. Sione Palu from Feynmance
   

   commented on: December 6, 2012 at 7:05 p.m.
   It looked like Nathan Gill is talking about some limited form on "context aware advertising" for his company. I believe that "context aware advertising" will be big in the future, similar to the advertising technology displayed in the scifi movie Minority-Report. Context aware means that the system is being aware (whether by sensors or past historical data) of what the user is doing or the environment where the user is. If its raining in the area then the system will perhaps advertise you an umbrella. When context aware advertising going to be big? I have no idea, but what we saw on Minority Report scifi movie, will definitely happen, because there's already R&D by academics & companies of today to produce those gadgets & technologies in the near future. If anyone is interested, then watch String theoretical physicist, Dr. Michio Kaku on Youtube for his talk, "The World in 2030". He interviewed hundreds of top scientists from around the world in their respective fields and he learnt from them about technology that's currently in development which they will become available in the next few years. Anyway, here is a paper which touches on the topic of context aware (also known as pervasive computing) advertising. The journal is a subscribed one, but you can still purchase a copy of the paper from the publisher's website. You can still read the abstract. Title : "Using pervasive computing technologies to deliver personal and public ads in public spaces"
9. Sione Palu from Feynmance
   

   commented on: December 6, 2012 at 7:08 p.m.
   ABSTRACT: "[Nowadays, advertisers and content publishers are constantly struggling to find the best advertising strategies to promote their services. They need to be able to reach the target population that is potentially interested in their products or services, without being too tiresome, and to deliver the content properly in order to capture users' attention. In this paper we describe a system that uses pervasive computing technologies for advertising purposes. It uses contextual information and personal interactions to delivered ads to individuals and to support socially-aware content selection to best fit users' interests in a public place. Based on personal interactions, the system builds an up-to-date social model that combines information about categories and ads the individual users' accessed and contextual information. This model, combined with the ads characterization and financial issues, supports the decision of which ad will be presented at each moment. Based on these principles, an advertising system was developed and evaluated. Initial results indicate that this can be an interesting approach to improve the usefulness of pervasive advertising systems for both individuals and people in public spaces.]"
10. Tom Keane from USA Weekend
    

    commented on: December 7, 2012 at 8:53 a.m.
    Michael, Actually newsprint and office paper come from tree farms. The demise of paper would mean the end of the viability of this planned renewable resource . . . and fewer trees. Which would also mean carbon dioxide in the atmosphere. Be careful of what you wish for.
11. Michael Natale from MCM Media Sales
    

    commented on: December 7, 2012 at 12:04 p.m.
    That's a good one
12. David Koder from SuperMedia LLC
    

    commented on: December 8, 2012 at 9:52 a.m.
    Michael - all advertising media works in the best interest for the clients marketing strategy. I do not understand why you would talk down onto a product that practically started the media industry.  I agree that gas pump advertising is noisy, but as sales people, media consultants whatever you want to call yourself it is our job to help our clients cut through the clutter. In the 80s consumers show 500 messages per day and today that number is over 5,000 because of noisy advertising...napkins, coffee cups, telephone poles and gas pumps. Long gone are the days you can just pull up and select your grade and fill up...now I feel like I am playing 21 questions with the gas pumps. Good day all!

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