GSTV 'Pumped' Over New Branding Campaign

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GSTV 'Pumped' Over New Branding Campaign


BIRMINGHAM, Mich. -- Gas Station TV (GSTV) has hired the world's first 'Sales Pump' to drive business for its advertiser and gas retailers in support of a new rebranding effort. The GSTV Sales Pump, its virtual salesperson, embodies the spirit of the brand and serves to personify how GSTV effectively engages, influences, and drives consumers to action for advertisers, as well as the gas stations carrying the network, the company stated.

Under the theme of 'Driving Consumers', GSTV's new brand messaging focuses on the network's ability to deliver the hard-to-reach, on-the-go consumer.

A recent inclusion in standardized agency planning tools also strongly influenced the branding initiative, according to the announcement. GSTV recently launched an audience planning tool that allows advertisers to view the advantages and value of GSTV in direct comparison to other media. GSTV worked with Nielsen Media Research through its Interactive Market Systems (IMS) division) to develop a model for IMS Clear Decisions using MRI gas purchase behavior data and Nielsen GSTV audience data.

GSTV was the first network in the gas space to partner with Nielsen on overall audience measurement, and its new IMS tool is an evolution of the network's commitment to providing advertisers with robust planning tools, stated the company.

"As the recognized leader in gas video media and one of the premier digital out-of-home networks, it is only natural to include our network data in the tools instrumental for the planning community," said Leider. "GSTV is rapidly becoming a key component to many advertisers' traditional marketing plans, and readily availing our data to them is instrumental to our network to sustaining momentum in the industry."

The company's success with its GSTV mobile platform and custom content programs contributed to its move to the action-oriented 'Driving Customers' rebranding. Recently, GSTV combined web content from Chevrolet's "Under the Blue Arch" campaign with exclusive Chevy-integrated weather forecasts from AccuWeather, as CSNews Online previously reported.

GSTV currently reaches more than 32 million monthly viewers, and has added six new markets to its footprint in the past six months with plans to expand to three additional markets before the end of 2012. This expansion is fueled by a $50 million investment from Wayne, a GE Energy Business.

More information on the brand campaign and the GSTV Sales Pump is available at