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GSTV DOOH network integrates Nielsen agency planning tools

July 17, 2012

Gas Station TV announced today that it, in conjunction with Nielsen Media Research, through its Interactive Market Systems division, has developed a GSTV audience planning model which allows advertisers to directly compare GSTV to other media. The new GSTV IMS model further demonstrates how effectively the company's digital out-of-home network reaches today's on-the-go-consumer, the company said.

Available in IMS Clear Decisions through Crosstab and RandF, the GSTV model was developed using MRI gas purchase behavior data and Nielsen GSTV audience data.

"We are thrilled that Nielsen IMS recognized the need for gas station-based video networks to be included in agency planning tools," said GSTV CEO David Leider in the announcement.

The increased measurability of GSTV further showcases the benefits of the network to advertisers including accessing a captive, engaged audience and the ability to geo-target messaging down to the individual station level.

Using the GSTV IMS model, media planners can exploit GSTV's proficiency at delivering a specific target audience, build a GSTV schedule, determine reach and frequency of a schedule on the network, and incorporate GSTV into IMS Media Mix or IMS Campaign R/F for overall plan optimization.

"Proliferation of media choices and audiences shifting away from traditional media makes it more important than ever for planners to diversify their media mix in order to achieve reach," Leider said. "The new GSTV IMS Model from Nielsen allows us to better demonstrate our reach of the most important customers to marketers' video plans — those that are in-market and on the path-to-purchase."

GSTV said it has worked closely with Nielsen since the network started gathering audience statistics for the gas space in April 2008.

"Nielsen is committed to meeting ongoing measurement needs in the location-based media space," said Paul Lindstrom, senior vice president, Nielsen OnLocation. "The release of the GSTV IMS Model is a great next step for Nielsen in helping its clients make better media decisions and generate stronger results."

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