The Location Is The Message

To illustrate how the new life pattern research can be applied, Bowen provided the “Digital Outsider” with detailed data on the “mobile millennials” cluster. If you look at the illustration on this page, you’ll see a map with push-pin icons highlighting key intervals for reaching the valuable consumer targets, starting when they leave their homes in the morning and fill up their tank at a local gas station, to the video rental store they stop at on their way home from work or school in the evening.

“The idea is to map that back to where advertisers can most effectively intercept them during their daily life, so that they can reach them in the most contextually relevant environment,” Bowen explains.

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MediaPost Publications - Gas Station Video Nets Expand, PumpTop TV Biggest - 05/07/2008

As place-based video explodes, one of the myriad sub-species--video networks that operate displays in gas pumps--are growing at an especially rapid pace. In addition to expanding their footprint, the three major competitors--PumpTop TV, Gas Station TV, and the FuelCast Network--have signed deals with major content providers and advertising partners.With a network covering 550 gas stations, PumpTop TV now claims to be the biggest such network in the country, and the operation is kicking into overdrive--installing displays at an average of four new stations a day, according to Dick Paulsen, president of AdtekMedia, which owns PumpTop TV.

MediaPost Publications - Gas Station Video Nets Expand, PumpTop TV Biggest - 05/07/2008

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