Adrian J Cotterill, Editor-in-Chief
GSTV, the national on-the-go video network engaging and entertaining targeted audiences at scale across tens of thousands of fuel retailers, this week announced a partnership with cross-platform TV measurement company iSpot.
The first-of-its-kind partnership will leverage iSpot’s industry-leading Unified Measurement solution to quantify the unique, incremental reach GSTV provides its advertisers beyond linear and OTT campaigns. The partnership will also connect GSTV’s network of screens outside the home to iSpot’s Outcomes measurement solution, providing advertisers a new avenue for understanding how the network contributes to driving critical business KPIs like foot traffic and sales.
Specifically, by partnering with iSpot, GSTV will be able to deliver unprecedented measurement, reporting and audience insights from 29K+ locations to their clients, allowing them to understand the true impact of GSTV ads compared to the other ad platforms, channels and networks their campaigns may appear on.
“GSTV advertisers have long understood the power of “Newtonian advertising” —influencing a consumer in motion has an outsize impact on business outcomes,” said Eric Z. Sherman, EVP of Insights and Analytics at GSTV. “iSpot’s independent, third-party measurement will help our partners understand just how big that opportunity is—quantifying the incremental reach GSTV provides as they work with the network to amplify their linear and CTV campaigns.”
A recent study conducted by GSTV and IPG MAGNA found that video ads on GSTV led to 12% more foot traffic into Applebee’s restaurants. And when paired with connected TV and digital ads, video ads at gas pumps drove an even bigger lift in foot traffic to Applebee’s—by 22% and 27%, respectively.
“We’re thrilled to partner with GSTV to help lead the charge in DOOH measurement,” said Alex Freed, VP Partnerships, iSpot. “We think having Unified Measurement across platforms will help GSTV showcase the value of their vast network to customers, give brands an opportunity to drive positive business outcomes while simultaneously allowing brands and agencies a way to create the best content experiences for these engaged consumers, who many times are simply steps away from a point of sale.”
iSpot is a cross-platform TV measurement company trusted by brands, networks and agencies to deliver fast, accurate and actionable information the marketplace can use to transact. Its real-time, always-on platform measures all phases of the TV advertising lifecycle from creative testing to audience verification, to business outcomes and brand impact, empowering brands to justify, optimize and invest with confidence. iSpot persistently measures TV-device impressions and second-by-second attention for all TV ads in a unified manner across linear, time-shifted, VOD, streaming environments and out-of-home (OOH) environments. A trusted currency provider for networks, ad-delivery platforms and agencies, iSpot uses its proprietary systems for bringing transparency into TV advertising at unparalleled scale. The company delivers its solution in real time via intuitive and modern dashboards as well as APIs and customized analytics. iSpot.tv has hundreds of brands and all major TV networks licensing its enterprise solution and has become a trusted currency for networks, brands and agencies.
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