SANTA MONICA, Calif. — Outcast (formerly Fuelcast), and AdtekMedia (owner of PumpTop TV), both leaders in the digital out-of-home industry, announced the launch of a new joint venture to create the nation's largest at-the-pump digital network. The consolidated venture creates a national network with more than 12,600 high-definition large screens in 15 of the top DMAs reaching more than 20 million active consumers each month. The reach in these markets equates to a top-5 ranked prime-time show on network television, but without the negative impact of DVR ad-skipping or multitasking.

The combined network streamlines the planning and buying process for marketers looking to create a one-to-one connection with captive consumers. Through dynamic targeting, brands can target consumers based on demographics, geography, and real-time weather and traffic conditions. In addition, new campaigns can be activated within 24 hours, making execution fast, easy and effective.

"This partnership represents a major step forward in marketplace consolidation and streamlines the media buying process, a request we consistently hear from marketers and media buyers alike," said Matthew Stoudt, chief executive of Outcast. "Now with one call, advertisers can access over 20 million on-the-go consumers on a one-to-one basis via one of the most measurable and targeted platforms in the space."

The joint venture leverages the strengths of the respective companies. Outcast will assume leadership for advertising sales and marketing of the network under the direction of Nathan Gill, Outcast's chief media officer, while AdtekMedia will drive product and technology innovation, utilizing the company's extensive software and systems development assets and its strategic relationship with Westinghouse Digital, one of the leading LCD TV manufacturers in the United States.