Outcast, one of several digital out-of-home networks targeting drivers at the gas pump, has struck a deal with ABC Entertainment giving it access to a variety of ABC content, including custom clips of “Jimmy Kimmel Live,” “The View,” and “The Chew.”
This isn’t the first deal between a TV network and a digital out-of-home player serving gas stations. PumpTop TV, which merged with Outcast in 2011, had a deal with ABC News Now for access to national news, delivered along with a mix of local, entertainment and business news, as well as sports scores and weather updates. In February 2012 PumpTop signed a deal with Fox News providing access to daily news updates. Meanwhile, in September 2011, competitor Gas Station TV announced a content partnership with Bloomberg Television to deliver personal finance and business news to drivers as they fill up.
Outcast, which operates around 18,000 screens at gas stations across 100 DMAs, claims that 88% of its viewers visit the gas station to fuel up before prime-time TV hours, making the DOOH network a good spot to remind potential viewers about ABC offerings. According to Outcast, most of its audience consists of drivers 18-54 who travel more than 8,000 miles a year by car, with an average pump dwell time of four minutes. The company claims to reach around 33 million viewers per month. Rival Gas Station TV claims to reach about 38 million viewers per month at gas stations across 110 DMAs.