Outcast (formerly known as Fuelcast) and PumpTop TV, two of the largest digital video networks at the gas pump announced Wednesday (June 17) a joint venture to create a unified advertising network. The co-branded network combines inventory from Outcast's eight markets with PumpTop TV's inventory in 12 markets to create a national network of more than 12,600 high-definition large screens in 15 of the top markets reaching more than 20 million consumers each month.
Outcast will handle advertising sales and marketing for the co-branded network, led by Nathan Gill, chief media officer for Outcast. Adtek Media, the owner of PumpTop TV, will drive product and technology innovation, leveraging the company's strategic relationship with Westinghouse Digital, a leading manufacturer of LCD TV screens.
While each company operates and programs their respective networks, ad units across the co-branded network are identical. Advertisers can target by demographic, geography, and real-time weather and traffic conditions.
"For the advertiser, planning and buying advertising at the gas pump will be seamless," said Matthew Stoudt, CEO for Outcast. "Advertisers will get true saturation in the 15 markets we have."
That should be music to advertisers' ears, which have had to struggle with several players in the space offering different size screens, different placement at the gas station and uneven penetration in local markets.
With the joint venture, advertisers now have two major choices for video advertising at the pump, the newly formed network, and Gas Station TV, which offers inventory in 100 markets to deliver 30 million monthly consumers.
"Customers have told us we needed to make it easier," said Doug Woo, executive vp of AdTek Media. "This deal will improve the medium."
As a result of the joint venture, the network has already signed two major consumer packaged goods brands. "We're tapping into the media budgets that have opened up for the second half of the year," Stoudt said.