Outcast (formerly Fuelcast), Santa Monica, Calif., and AdtekMedia (owner of PumpTop TV), Irvine, Calif., both leaders in the digital out-of-home industry, are launching a new joint venture to create the nation’s largest at-the-pump digital network.
The consolidated venture creates a national network with more than 12,600 high-definition large screens in 15 of the top DMAs reaching more than 20 million active consumers each month. The reach in these markets equates to a top-5 ranked prime-time show on network television, but without the negative impact of DVR ad-skipping or multi-tasking.
“This partnership represents a major step forward in marketplace consolidation and streamlines the media buying process, a request we consistently hear from marketers and media buyers alike,” said Matthew Stoudt, CEO, Outcast. “Now with one call, advertisers can access over 20 million on-the-go consumers on a one-to-one basis via one of the most measurable and targeted platforms in the space.”
The combined network streamlines the planning and buying process for marketers looking to create a one-to-one connection with consumers. Through dynamic targeting, brands can target consumers based on demographics, geography, and real-time weather and traffic conditions. In addition, new campaigns can be activated within 24 hours, making execution fast, easy, and effective.
“Our reach puts us on par with the most watched television shows in the U.S. This is a staggering number and surpasses the scale that marketers today demand in their drive to reach on-the-go consumers,” said Douglas Woo, executive vice president, AdtekMedia. “Thanks to the respective market strengths of Outcast and PumpTop TV networks, the sum of this partnership is exponentially greater than its parts.”
The joint venture leverages the strengths of the respective companies. Outcast will assume leadership for advertising sales and marketing of the network under the direction of Nathan Gill, Outcast’s chief media officer while AdtekMedia will drive product and technology innovation, using the company’s software and systems development assets and its strategic relationship with Westinghouse Digital, one of the leading LCD TV manufacturers in the U.S.
“Outcast and PumpTop TV have taken a major step forward by creating a one-stop shop where marketers can achieve strong national reach and market saturation,” said Melissa Spiegelman, managing director of Destination Media Group. “Partnerships such as this strengthen the digital place-based industry, aligning the interests and assets of major players and improving the opportunities for advertisers.”