Gilbarco Veeder-Root , Greensboro, North Carolina, and Outcast Media , Santa Monica, California, have announced an exclusive partnership, pairing the fuel dispenser manufacturer with the digital TV network at the pump.
With this partnership, Outcast is believed to be the first digital media company to partner with a major pump manufacturer to offer content and advertising on factory-installed, large color screens integrated directly into fuel dispensers.
Gilbarco is the worldwide technology leader for retail and commercial fueling operations. More than half of the 140,000 convenience stores in the United States feature its gas pumps. Under the partnership, Outcast will be the exclusive third-party provider of media content and services for Gilbarco’s Applause Media System, leveraging the scale of Gilbarco’s distribution network to access an unprecedented number of gas stations and consumers.
The Applause Media System is available on Gilbarco’s state-of-the-art Encore S gas pumps and offers consumers an engaging video media experience on 10.4” interactive color screens with full couponing capabilities.
“Gilbarco’s superior technology and functionality, coupled with the scope of its network, make it the perfect partner,” says Matthew Stoudt, CEO of Outcast Media. “This partnership represents the natural extension of our growth strategy and reflects our on-going commitment to deliver the most innovative and engaging one-to-one digital network reaching on-the-go consumers in the US.”
Mark Williams, Gilbarco’s marketing manager, says, “Advertising at the gas pump has the advantages of an undistracted consumer and full audio/video advertising capabilities with immediate calls to action. This is a great way for retailers to easily offer a modern, entertaining and informative experience at the pump. Outcast’s leadership position, experience with one-to-one marketing and dedication to innovation made it the clear choice.”
Gilbarco and Outcast are rolling out this program immediately. They will also exhibit at the National Association of Convenience Stores Show , Oct. 6 – 8 at the Georgia World Congress Center  in Atlanta, Booth 1039.