Press release from Tsuki
Marketers will soon be able to reach more than five million Australian consumers as they watch TV while filling petrol at stations fitted with PumpTV screens owing to a newly signed partnership between BP and PumpTV.
The partnership will see PumpTV launch 1,200 screens across the BP network in Australia in the coming year; bringing them closer to achieving their goal of 4,800 screens reaching over 15 million consumers per month in 2012. The company currently has more than 600 screens reaching over two million consumers per month across petrol stations in Sydney, Melbourne, Brisbane, Perth and Adelaide.
Along with content partners Channel 7 and Yahoo!7, PumpTV delivers news, sports, weather and lifestyle updates and advertising content to consumers at petrol stations through 19” sunlight readable LCD screens with full audio.
Advertisers on the PumpTV platform include AAMI, Amex, Hyundai, Cadbury, Schweppes, Myer, Pacific Magazines and Coca-Cola.
“We are very excited about the opportunity and potential the BP partnership provides us as we continue our rapid growth across Australia. We look forward to working with BP to create a complementary outdoor TV advertising platform that translates into revenue for companies and brands. It is exciting to be able to offer more companies the chance to enjoy solid return-on-investment like the 80% and 48% increase in instore product sales experienced by Cadbury Bubbly and Solo respectively after they advertised on PumpTV*,” said David Parker, CEO of PumpTV.
Research conducted by McNair Ingenuity, found that 88% of consumers recall advertisements aired on the PumpTV network and 26% say they would respond to one or more of the advertisements. An overwhelming 90% of the consumers commented that they enjoyed the break that PumpTV screens provided to the task of filling petrol.
Launched in November 2009, PumpTV delivers content and advertising to their proprietary LCD TV screens situated on petrol pumps at petrol stations, engaging an ‘on-the-go’ audience for up to four minute intervals.
* According to sales figures collated from instore sales at PumpTV fitted petrol stations running advertising campaigns and comparison with instore sales without PumpTV screens.