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GREENSBORO, N.C. – Gilbarco Veeder-Root reached a definitive agreement with Outcast Media to acquire the fuel pump video network. Outcast will operate as Gilbarco's media business unit, putting the combined company in a position to create the largest network of one-to-one TV experiences for on-the-go consumers.
The deal is expected to fuel growth of Outcast's national network, which currently reaches a monthly audience of 36 million viewers as measured by Nielsen.
"In 2010, we chose Outcast as our media partner for its industry leadership and innovative vision: building the largest and most targeted video network for reaching the on-the-go consumer," explained Michael Schulte, Gilbarco's president, North America. "The addition of Outcast to Gilbarco's team allows us to work even more closely with them on technology innovations like consumer targeting that will help our convenience store customers reach and engage consumers and compete against other channels."
Gilbarco's Applause TV offers both high entertainment value to keep consumers coming back and effective advertising content to grow awareness and retail sales, according to the company. The newly combined organization plans to introduce new forms of media designed to grow c-store sales and enhance the consumers’ experience while fueling.
"The deal represents an unprecedented investment in both Outcast and the fuel space from the clear leader in fueling technology," said Outcast CEO Matthew Stoudt. "Today, Outcast's network reaches the equivalent of a top-10 weekly primetime show. Based on current adoption rates of Gilbarco's embedded fuel dispenser media solution, our advertisers will soon reach the same number of viewers as a Super Bowl ad every month."