According to GSTV’s Kristal Walton, Vice President CPG Category Leader, AMPLIFY is “A collection of capabilities and opportunities that brands can leverage to complement their omni-channel brand plan and amplify their overall sales and marketing return.” It involves a full compendium of, “sights and sounds motion video network across the largest centralized network of convenience store resellers - That's where the retail network portion comes in - and it delivers over 100 million unique monthly impressions at a very contextually relevant moment.”
Close to the point of sale, “When you're filling up your tank of gas, there is a video screen that activates when you're fueling. It has a three to five minute broadcast which aligns with the average time a consumer needs to fuel up. It includes a collection of entertaining, informative and educational content that resides alongside brand advertisements and constant integrations. It's located in what they call the core of a convenience retailer at the fuel pump’” she stated.
The service includes an array of data partners that offer advertisers, as she noted, “flexible data driven targeting opportunities so you can really track performance with data partners such as IRI and Catalina. We also have a host of other partners, depending on what the specific measurement goal is that supports the overarching brand plan.” It also offers a national footprint of over 28,000 fuel stations in 205 DMAs with multiple screens at each station.
Walton explained that AMPLIFY offers targetability according to the campaign objective such as driving sales or matching purchase dollars at the retail store to the messaging at a demographic, geographic and even a behavioral level. “We own the back end of the platform and can track performance so, depending on the business objective for that brand, we can look at sales lift, brand awareness, perception of a consumer and, with ecommerce sales, we can look at ecommerce lifts and things like that,” she noted.
AMPLIFY is different from other sales tracking initiatives. “There are a host of digital media and overall media tactics,” she began, “but what differentiates GSTV’s AMPLIFY is that it allows us an opportunity to drive across the marketing funnel tracking awareness and conversion through the consumer journey. We also have an ability to directly influence in-store sales, because we have that unique moment of contextual relevance with someone fueling up.”
GSTV attracts a captive audience at a time when they are waiting for their car to refuel. In this environment, “We overcome that challenge of attentiveness and engagement and also connect directly with the consumer at the last mile of the shopper journey right before they're going to make a purchase,” she explained. “We have a national scale footprint which allows the brand team to focus regionally or on certain states or cities or broadly or at locations that are situated close to another retailer. We can develop an opportunity to engage with consumers very near purchase, no matter where they decide to go next,” she added.
According to Walton, AMPLIFY offers an array of positive results among consumers. “Consumers are x3.7 times more attentive and have higher ad recall than TV and Digital Video and social ads,” she stated. AMPLIFY’s ability to reach consumers with relevant engaging content at a quiet moment with little distraction, within an unskippable environment and close to the point of purchase, benefits both the advertiser and the consumer.
This article first appeared in www.MediaVillage.com
Artwork by Charlene Weisler
