Screenverse, DFS team up to expand digital ads at gas pumps
Screenverse has entered a strategic partnership with Dover Fueling Solutions (DFS) to expand digital out-of-home advertising across gas stations in the United States, bringing automated ad buying to the 4Court Media network.
Screenverse helps screen owners sell and manage advertising and will provide monetization and technology support for DFS’s retail media platform, which reaches millions of consumers daily through digital pump screens.
Through 4Court Media, which operates a network of digital advertising screens at gas pumps, advertisers gain access to more than 12,000 digital screens across 1,600 locations in 48 of the top 50 U.S. designated market areas. The network delivers more than one million ad plays per day and continues to expand, with more than 750 new screens added each month.
“We’re excited to partner with Dover Fueling Solutions to scale programmatic access across 4Court Media’s fast-growing convenience retail network,” said Daniel Fleischer, VP of supply partnerships at Screenverse, in a release. “With national reach and highly attentive audiences at the point of purchase, 4Court Media offers brands a powerful opportunity to connect in real-world moments. Through Screenverse’s technology and demand partnerships, we look forward to accelerating the network’s growth and unlocking new value for both advertisers and retailers.”
Greater purchase intent
The partnership strengthens Screenverse’s presence in gas stations and convenience retail, enabling advertisers to reach consumers during an average three-to-five-minute fuelling window. According to the companies, this period of engagement has been shown to drive 23% higher ad recall and 47% greater purchase intent compared to traditional media.
Consumers visit gas stations an average of four times per month, with the majority of adults stopping at fuel or convenience locations regularly, the release noted.
Canadian future
“While there isn’t a Canadian rollout tied to this announcement, DFS plans to continue expanding the network’s footprint across the Canadian and U.S. markets,” a spokesperson told Convenience Store News Canada.
By combining Screenverse’s programmatic expertise with DFS’s retail media infrastructure, the companies aim to help brands reach more customers in high-traffic, high-frequency retail environments and give fuel retailers new revenue through digital advertising.
“Screenverse brings the programmatic expertise and demand relationships needed to unlock the full value of our rapidly expanding network,” said Dan Seymour, commercial partnership lead at 4Court Media,“ making it easier for brands to activate campaigns in one of the most consistent, high-attention environments in retail.”
