A year after Nielsen left the field of digital out-of-home media measurement, one of the field’s highest profile suppliers, GSTV (Gas Station TV), has signed with Comscore to utilize its fledgling place-based media audience measurement service.
As part of the agreement, Comscore said it will report digital ad impressions, reach and frequency for each market and demographic GSTV sells as part of its national video advertising network.
GSTV, which is distributed across tens of thousands of gas stations nationwide, will have its audience estimates accessible via Comscore’s media ratings via its Plan Metrix Multi-Platform planning service in the U.S.
Both GSTV and Comscore are members of the Digital Place-Based Advertising Association (DPAA), which has been encouraging innovative solutions to place-based media measurement ever since Nielsen abandoned the market in September 2020.
It also includes Comscore rival Epicenter as a member, which has already begun supplying audience measurement estimates to two other DPAA members: national cinema advertising networks National CineMedia (NCM) and Screenvision.
GSTV already has a preexisting relationship with Comscore, which previously conducted proprietary campaign effectiveness research quantifying the effect of GSTV’s ad exposure for marketers and comparing it with outcomes like TV and website visitation lift.
Comscore, which announced its new digital out-of-home measurement service earlier this year, in May unveiled its first customer, the Lightbox OOH Video Network.