Outcast is shifting the content and sales strategy for its digital video network at the gas pump. To provide more targeted programming for viewers and advertisers, Outcast announced Wednesday (Aug. 25) partnerships with three new media brands: CBS, HGTV and CNET. In addition, the company, which in June formed an ad sales network with PumpTop TV, is bringing all sales operations for the network inside.
The new deals end an exclusive arrangement with NBC Universal, which formerly handled all content for Outcast (formerly known as Fuelcast) and provided some sales representation. Earlier this month, PumpTop TV also ended its third-party sales agreement with ABC.
By broadening its content relationships and taking control of all sales, Outcast hopes to air more niche programming that will attract viewers and accelerate sales. For example, Home Depot, an Outcast client, might find advertising against HGTV segments a strong proposition.
CNET content may offer a good environment for consumer electronics or mobile devices, while CBS' expertise in supermarket content is a natural fit for consumer packaged goods, another growing category.
"We realized we needed more flexibility in our model. Working with just one provider restricted our ability to add different types of content that we could sell against," said Nathan Gill, chief media officer for Outcast. "We don't like to say 'no' to clients."
Over the last few months, Outcast has quadrupled its sales staff in preparation to take sales inside and handle advertising across the network's 12,600 screens in 15 of the top markets.
"Once we achieved large scale and critical mass, it was time to take on a more hands-on sales approach," Gill said. "When you rely on third-party groups that also sell other types of media, it's hard for them to be experts in the space."