PepsiCo ad deal seen as vote of confidence in DOOH
PepsiCo in the U.S. has signed an advertising deal with Gas Station TV (GSTV) which is believed to represent the most significant yet appearance of digital out-of-home in the soft-drink giant’s media mix.
The deal, described as “multi-year”, is expected to see PepsiCo advertise brands such as Pepsi Cola, AMP Energy Drink, AMP Energy Juice and Brisk on GSTV’s screens atop pumps and in convenience stores at gas stations. GSTV has already produced a spot for PepsiCo’s Refresh Project, which gives cash to projects chosen by the public.
The beverage firm has had a relationship with GSTV for at least four years, and was a client of the VST gas-station network in North America, now subsumed into Outcast. PepsiCo has also advertised occasionally on digital out-of-home networks in other territories such as Puerto Rico and Saudi Arabia
However, it is believed with this new GSTV deal to be recognising digital out-of-home as a future part of its mainstream media usage, rather than merely experimenting.
GSTV CEO David Leider said: “Our relationship with PepsiCo is proof that our television platform is being included in clients’ TV mix just like any traditional broadcast or cable network.”
Seth Kaufmann, director of media strategy and investment for PepsiCo North America Beverages, observed of GSTV: “They are closest to the moment of truth in a key strategic retail channel for us, ensuring our consumer connections translate into sales.”
GSTV is said to reach around 21m drivers each month in more than 100 markets.
www.gstv.com
www.outcast.net
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