Targeting Consumers at the Pump...

When are consumers most receptive to corporate messaging? Have you ever considered the 2-3 minute period when people are filling up their tank at the gas pump? These questions have led marketers to believe that targeting consumers at the gas pump is an effective means. But how does this apply to you as a sports marketer?

IdeaCast and Gas Station TV, two (2) out-of-home video content providers, recently formed a strategic alliance to represent a national network of 5,300 gas pump locations where consumers are shown ad-supported news, sports, and entertainment programming. The recent alliance figures to deliver 1 billion measurable impressions by the end of 2008, a time when gas station programming is expected to expand into a $1.7BN industry.

Is there a better way for sports marketers to engage consumers during an intimate 2-3 minute period? Sports marketers can capture the attention of gas pumpers through a quick highlight clip, followed with a brief sales pitch. Teams can measure the effectiveness of this medium by offering consumers a discount on single game tickets with proof of purchase at the pump. Targeting consumers through media at the pump can also add value to existing team partnerships with local c-stores (7-Eleven, Circle K, Exxon Mobile stations, etc.).

Other outdoor media players include:

• NBC Everywhere
• CBS Outernet
• The Hotel Networks
• CNN Airport Network
• Simon Media OnSpot