Gilbarco Veeder-Root, the
world’s largest manufacturer of gas pumps, point of sale systems and related gas station equipment, has acquired Outcast Media, which operates a network of digital video displays in gas pumps,
the partners announced Monday. Terms of the deal were not disclosed.
After the transaction, Outcast will operate as Gilbarco’s media business unit, using Gilbarco’s
Applause TV technology to drive convenience store sales while delivering entertainment content to gas station customers. Outcast and Gilbarco will also introduce new forms of media for gas station
Outcast’s network currently reaches 36 million viewers per month via over 20,000 screens across the U.S., according to Nielsen. The partners hope to increase that
number to 100 million viewers per month by giving Outcast access to Gilbarco’s customer base of 60,000 gas stations.
Outcast, formed in 2008 by the merger of Fuelcast and
Bhootan, a digital network serving gas station convenience stores, has been expanding its reach with mergers and partnerships. In 2011, Outcast merged with PumptoTV and the Health Club Media Network.
Gilbarco originally tapped Outcast as its media partner in 2010, and there were rumors that Gilbarco intended to acquire Outcast in 2011, although the deal never materialized.
Separately, Outcast’s competitors have also been busy.
In 2011, Gas Station TV secured an investment valued at $50 million from Wayne, a GE Energy business, to deploy the
latter’s inOvationTV media platform to thousands of gas stations nationwide. In December 2013, Wayne and GSTV announced that InOVationTV will be available to gas retailers that purchase Wayne
Ovation fuel dispensers nationwide. GSTV claims to reach 45 million viewers per month.