Gas Pump Videos Integrate Real-Time Ad Targeting
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.