Video-At-The-Pump, a system that shows satellite broadcasts at convenience store gas pumps, rolls out this week at an E-Z Mart in Tulsa, Okla.
A 10-inch video monitor, either mounted on or embedded in the fuel pump, will show a combination of news programming and advertising to idle drivers during the four to six minutes it takes to fill a car's gas tank.
Tulsa-based Mercury Media, the developer of the technology, has signed a deal with E-Z Mart, the nation's largest privately held convenience store chain, to install Video-At-The-Pump systems in 300 locations by the end of first-quarter 2000.
Though pump-side advertising is not a
new concept, the improvement in video quality via satellite broadcasts and larger screens differentiates Video-At-The-Pump from past efforts. Retailers are expected to use the venue to advertise products and in-store promotions.
E-Z Mart anticipates the system will reach more than 5 million motorists per month in its five-state territory
of Arkansas, Louisiana, Missouri, Oklahoma