Other parts of the media business may be struggling, but digital out-of-home video advertising is forging ahead with new deals and investments to expand DOOH platforms around the country.
The latest news comes from Gas Station TV, which announced it has secured an investment valued at $50 million from Wayne, a GE Energy business, to deploy the new inOvationTVSM media platform to thousands of gas stations nationwide.
The inOvationTVSM platform will carry GSTV video content, including sports news from ESPN, weather updates from AccuWeather and business and personal finance news from Bloomberg TV, along with GSTV's own proprietary social media-based show, "Your Neighborhood."
GSTV also carries advertising from local and national advertisers, including point-of-sale-style promotions for products at convenience stores associated with gas stations.
The inOvationTVSM system can be installed either as a retrofit to stations already equipped with Wayne's Ovation dispensers, or included in new equipment installations. Wayne will install the media platform free of charge to fuel retailers who qualify for inclusion.
GSTV claims the expansion will almost triple its current audience of 27 million people per month, with CEO David Leider claiming the new installations will increase market penetration "to more than 70 million monthly at-the-pump consumers, placing us at the very top of Nielsen's weekly television rankings."
Last week, GSTV competitor Outcast, which includes PumpTopTV, announced that the latter expanded 15% in the first half of the year, adding around 2,900 screens across 35 markets. Outcast credited the growth, in large part, to an exclusive partnership with Gilbarco Veeder-Root, which manages gas stations, convenience stores and other associated retail operations.
Over the last year, Outcast and Gilbarco have extended their Applause TV partnership from the top 20 markets in October 2010 to nationwide availability in May 2011.