Monday, April 23, 2007

Gas Pumps: The Next Marketing Mecca

Advertisers who can't reach them on TV, outdoors, online or in print, can market to a captive audience at the gas station.

You may have seen at least one gas pump with an advertising video screen, but it won't be the last. Westinghouse Digital Electronics and AdtekMedia, Inc. have signed a deal to install thousands of video screens at filling stations in the top 60 U.S. markets.

The advantages of advertising on "PumpTop TV" include a captive audience that comes back at least once a week. Unless the customer is on the cell phone, he or she probably has nothing else to distract from watching the video screen. While the audience is not focused, you can assume that they are of driving age and own a car, a minimum demographic. Pricing for ads may depend on the neighborhood of the gas station.

Since many people pay for their gas by swiping a credit/debit card, the future may lie in using that information to target the ads. The demographic information could be used to customize the ads based on gender or age. Would that be too spooky (ala the taking billboards from Minority Report)?

Posted By John Gartner at 11:14 AM
Permanent Link: Gas Pumps: The Next Marketing Mecca | Comments (1)

(1) Comments on Gas Pumps: The Next Marketing Mecca

'Unless the customer is on the cell phone, he or she probably has nothing else to distract from watching the video screen'

HEY READ THE SIGNS AT THE STATION A LOT OF THEM DO NOT allow one to use a cellphone while pumping gas.

Comments by JL : Tuesday, April 24, 2007 at 11:10 AM

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