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/ 09.01.2009 12:05PM
NBCU Gets Into Gas Station TV
NEW YORK: NBC Universal cut a deal with pump video purveyor Gas Station TV.
NBCU agreed to pump its NBC Everywhere out-of-home content to GSTV-equipped
filling stations. The pair described the marriage as a “new exclusive strategic
advertising and content partnership,” but the meaning of phrase was not
particularly clear. The upshot is that fuel-pumpers can now be distracted by
NBC content in addition to AccuWeather and ESPN.
One possible strategic plus for NBC is Gas Station’s relationship with auto makers. The company has managed to cut unique ad-campaign deals with Toyota and Ford, both of which survived the industry’s implosion. Both carmakers also were
among the top spenders on local broadcast TV for the first six months of 2009. Toyota
spent more than $42 million; Ford, $32 million. Though both spent far less than
the previous year--61 and 39 percent respectively--they remained in the game.
GSTV’s deal with Ford involved what it termed “echo ads,” an abbreviated
summary repetition of a longer-form ad. GSTV and Toyota created a sort of TV
show for the Prius. The company has 1,000 pump screens in 800 cities, including
New York, Los Angeles, Chicago, and Philadelphia The programming is run on a
tight wheel, since pump captivity is limited to the size of a vehicle’s gas
tank. NBC’s news, prime-time, late-night and cable content is now incorporated
into a four-and-a-half minute rotation with ESPN and AccuWeather.
(Image courtesy of Joe Thorn)
More from TVB on GSTV:
April 27, 2009: “Gas Station TV Releases
February Metric”
Gas Station TV is one year into its Nielsen metrics, which look primarily at ad
recall. GSTV said that for February, Nielsen found more than 80 percent of
respondents recalled advertising on the network. One participating advertiser
had a 77 percent recall rate, and 93 percent said “they felt the same or better
about the advertiser,” GSTV said.
March 16, 2009: “Ford Repeats Itself on
Gas Station TV”
Ford is doing an ad campaign with Gas Station TV where the contents of
spots are repeated in a format the two call, “Echo Ads.” GSTV, the company that
outfitted gas pumps with TV screens, says the Echo Ad is “a strategically
placed 5- or 10-second spot that runs in addition to the advertiser's initial
15- or 30-second spot during the Gas Station TV network programming
experience,” answering the question, “eh?”
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Sunday 12:00AM
EBU Pushes Hybrid Broadcast/Broadband TV
“Underlying this co-operation is the shared conviction that... only a flexible, cross-border approach will make it happen quickly.” ~ Ingrid Deltenre