Outcast Media, which operates a
digital out-of-home video network reaching consumers at the gas pump, has signed a deal with Nielsen’s Interactive Market Systems to create a new simulation model for Outcast, drawing on data
from GfK MRI and Nielsen’s On Location metrics.
The Nielsen IMS model for Outcast will allow agencies to build customized media schedules for Outcast and incorporate them into a client’s overall media mix, thus highlighting Outcast’s advantages in terms of price and effectiveness.
In effect, Nielsen IMS and Outcast will create a TV plan for a given client
to show how Outcast can deliver the same results, as measured by Nielsen’s IMS Media Mix, often at a lower price.
The deal comes on the heels of an Outcast study, which showed that an auto insurance advertiser who switched 11% of GRPs to Outcast increased reach among key audience segments by 5% while reducing cost by 5%.
Clients can also use Nielsen Crosstab to get more detailed information on the Outcast audience, including media, product and psychographic behaviors, which in turn should allow them to boost engagement.
Rival Gas Station TV introduced a similar service in partnership with Nielsen IMS last year.
Outcast’s DOOH network consists of 18,000 digital displays at gas stations around the country, reaching 33 million consumers per month. According to the company consumers spend an average of four minutes per fueling session at Outcast pumps.
In February, Outcast announced 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.”