• by Erik Sass  @eriksass1, May 7, 2008

As place-based video explodes, one of the myriad sub-species--video networks that operate displays in gas pumps--are growing at an especially rapid pace. In addition to expanding their footprint, the three major competitors--PumpTop TV, Gas Station TV, and the FuelCast Network--have signed deals with major content providers and advertising partners.

With a network covering 550 gas stations, PumpTop TV now claims to be the biggest such network in the country, and the operation is kicking into overdrive--installing displays at an average of four new stations a day, according to Dick Paulsen, president of AdtekMedia, which owns PumpTop TV.

By the end of the year, Paulsen says the network will cover 1,100 gas stations--reaching 100 million gas consumers per month, including stations in most of the top media markets. The network was launched in California, with gas station partners in Los Angeles, San Diego, San Francisco, and Sacramento. Over the next year, it should be coming to New York, Chicago, Philadelphia and Boston.

One of PumpTop's main competitors, Gas Station TV, isn't far behind. GSTV's network currently includes over 5,000 screens at stations around the country--with a presence in 375 cities, including New York, Los Angeles, Chicago, Philadelphia, Houston, Atlanta, and Boston. The company plans to expand to other top-tier markets in 2008. The company is also moving into the retail environment, with video screens in gas station convenience stores to increase ad exposure. Currently, Gas Station TV claims to reach about 30 million gas consumers per month.

The third main competitor, the FuelCast Network, also claims to be operating about 5,500 screens at gas stations around the country, with coverage of top markets, including Los Angeles, Chicago, Washington D.C. and Miami. At present, they deliver about 11.3 million viewers a month. And like the other networks, FuelCast also has an aggressive expansion plan for 2008, aiming to cover all the top media markets by the end of the year.

The three place-based networks serving gas stations have also paired off with the Big Three broadcasters for content, and in some cases, ad sales. PumpTop TV signed a deal with ABC News Now for national news, delivered along with a mix of local, entertainment and business news, as well as sports scores and weather updates.

Gas Station TV partnered with CBS News (although it also kept a relationship with ESPN, a sister company of ABC). FuelCast signed up for news and entertainment content from NBC.

PumpTop TV also signed a deal with Google to bring interactive search functions to the touch-screen displays. This allows consumers to search for nearby businesses and even print out directions, if desired.