Gas Station TV partners with SITO Mobile to launch advanced cross-screen re-targeting technology, bolstering marketer engagement with nearly 60 million monthly viewers
New collaboration offers location-based campaigns enhanced analytics and attribution reporting
JERSEY CITY, N.J., March 16, 2016 (GLOBE NEWSWIRE) -- SITO Mobile Ltd. (SITO) (NASDAQ:SITO), a leading mobile engagement platform provider, announced today an exclusive partnership with Gas Station TV (GSTV), America’s No. 1 video network at the pump, to bring marketers a cross-screen platform that extends their gas station media messages to consumers’ mobile phones, delivering increased ROI.
Recently reported research from Experian Consumer Insights reveals that gas station media is recalled more than any other form of out-of-home video advertising. The same study also reported that consumers are 3x more attentive to gas station advertising than to elevator media and 6x more attentive than to ads in taxis. By combining gas media’s rich video experience with the precision targeting capabilities of mobile, advertisers get the best of both worlds. In fact, consumers primed by digital out-of-home screens (like GSTV) were 48% more likely to respond to linked mobile ad campaigns than those primed by traditional television, according to a recent study by NeuroInsight. Leveraging SITO Mobile’s location-based platform, the partnership creates an integrated dual-screen media model to identify and re-target consumers and measure cross-screen effectiveness. The GSTV/SITO Mobile combination re-targets customers that are initially viewing GSTV at the gas pump with relevant location-based ads on their mobile devices and follows future user behavior for measurement, attribution and retargeting.
GSTV chose SITO Mobile as its retargeting platform with the goal of combining SITO’s exceptional ability to capture mobile data with GSTV’s established network, in order to offer a uniquely valuable way of targeting consumers through both mobile display and video ads. With nearly 200 million smart phone users in the U.S. today, there is a vast market opportunity at the intersection of GSTV’s large and engaged consumer audience and SITO Mobile’s advertising platform reach.
The first campaign combining the GSTV platform and SITO Mobile’s retargeting and verification was for a large multi-national consumer products company to generate awareness of its products’ benefits and drive consumers to its website. Using geo-fences in proximity to GSTV enabled pumps, the campaign delivered display ads to GSTV viewers’ mobile devices while they were at the station and then retargeted those viewers after leaving the pump. Pairing SITO Mobile’s mobile advertising technology with GSTV’s screens led to a click-through rate 25% higher than the mobile industry average.
“We are thrilled that GSTV selected SITO Mobile as their partner to power their cross-screen retargeting efforts,” said Jerry Hug, CEO, SITO Mobile. “GSTV is a dynamic brand that dominates its market category - bringing targeted ads to consumers at the pump. They bring numerous customer relationships to SITO Mobile’s platform. With this new partnership, GSTV’s installed base of advertisers will leverage SITO’s location-based services, delivering ads across mobile devices and extending brand recognition. We look forward to growing this untapped channel by unlocking value for our new partner and their clients.”
