Gas Station TV Hires 'Sales Pump'

Launching rebranding effort focused on driving consumers for gas retailers, advertisers

Published in CSP Daily News

BIRMINGHAM, Mich. -- Gas Station TV (GSTV), a leading video network at the pump, has announced that in support of a new rebranding effort, it has hired the world's first "sales pump" to drive business for its advertiser and gasoline retailers.

The new brand campaign, along with the network's new Sales Pump, makes a debut on GSTV's new website at www.gstv.com.

Under the theme of "Driving Consumers," GSTV's new brand messaging focuses on the network's ability to deliver the critical hard to reach, on-the-go consumer. The star of the new campaign is a virtual salesperson--the GSTV Sales Pump--who embodies the spirit of the brand. The icon serves to personify how GSTV engages, influences and drives consumers to action for advertisers, as well as the gas stations carrying the network.

"There has never been a better time to introduce new GSTV branding," said David Leider, CEO, GSTV. "Our previous positioning was very TV network-centric, but having grown in our relationships with our advertising and gas retailer clients in the past six years, expanded our network offerings and conducted numerous research studies, we realized that we were not doing the brand justice by limiting ourselves to a simple comparison to one medium and not highlighting the network's overall benefits. With 'Driving Consumers,' we speak directly to our ability to influence consumers to action. An added benefit is that the new theme also speaks to the 100% driver makeup of our audience--a tremendous benefit for many of our advertisers."

He added, "For gas retailers, GSTV is equally effective at driving consumers from the pump into the convenience store. According to our research, stations can realize up to a 78% sales lift for the products they promote on our screens. I'd say that is 'Driving Consumers' defined."

A recent inclusion in standardized agency planning tools also strongly influenced the branding initiative. GSTV--which the company said is gaining momentum as a standard component of the traditional marketing mix for advertisers looking to reach on-the-go consumers--recently rolled out an audience planning tool that allows advertisers to view the advantages and value of GSTV in direct comparison to other media.

Working with Nielsen Media Research, through its Interactive Market Systems (IMS) division, GSTV developed a model for IMS Clear Decisions using Mediamark Research & Intelligence(MRI) gasoline purchase behavior data and Nielsen GSTV audience data.

Other key contributing factors in GSTV's move to the more action-oriented "Driving Consumers" branding is its success with the new **GSTV (**4788) mobile platform and recent custom content programs it has done on behalf of advertisers--most notably a recent integration created for Chevy with local AccuWeather reports appearing on the network.

The network currently reaches more than 32 million monthly viewers in more than 110 designated market areas (DMAs). In the past six months, the network has added six new markets to its footprint and has plans to expand to three additional markets before year's end. The expansion is fueled by the $50 million investment Wayne, a GE Energy Business, and global innovator of fuel dispensers and technologies, made in the network late last year.

At its current growth level, GSTV is on track to top more than 70 million monthly viewers within two years, it said.

Through its inOvationTV partnership with Wayne, the network is on track to increase its monthly reach to more than 70 million, it said.

Birmingham, Mich.-based GSTV features exclusive content including news from CNN's Headline News, entertainment headlines from Showbiz Tonight, sports from ESPN, business and personal finance reports from Bloomberg TV, and GSTV's original social media program, Your Neighborhood, in addition to local weather updates from AccuWeather.

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