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03/16/2022

GSTV Launches Retail Media Network

Jacqueline Barba
Digital Editor
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GSTV, a national video network engaging targeted audiences at scale across thousands of convenience retailers, has launched a retail media network dubbed GSTV Amplify.

Through Amplify, GSTV now offers a centralized convenience store media network. Operating as part of GSTV’s full sight, sound and motion national video network, Amplify aims to help retailers access an engaged audience “steps away” from convenience stores and moments from a purchase, according to a news release from the company. Amplify provides one-stop access to over 28,000 top convenience chains and independent operators, giving brands the opportunity to engage attentive viewers primed to spend.

In addition, the Amplify network offers CPG marketers the ability to complement and amplify existing omnichannel brand plans and strategies. Amplify’s audience spans 104 million unique monthly viewers, according to the release. Its ability to work together with existing brand plans aims to influence purchase decisions immediately at convenience and impact decisions directly prior to purchase at top retailers across big box, drug, dollar and grocery chains. Two in three GSTV viewers will shop on the day they fuel up and spend more than on a non-fueling day, according to the retailer.

“In today's oversaturated media environment, catching a consumer's full attention has become rare, but GSTV has spent years delivering demonstrable outcomes for advertisers. We offer a highly engaged environment that leads to sales lift, increased store visitation, brand lift and intent to purchase,” said Sean McCaffrey, president and CEO of GSTV, in the release.

In the wake of its launch, Amplify supported a recent campaign from ice cream brand Nightfood. The four-week test campaign with GSTV included a custom video ad with the objective of driving product awareness and sales lift. Nightfood saw a sales lift of over 20% at a top regional grocery retailer compared to the eight weeks of store sales prior to the GSTV campaign, according to the release.

“Amplify gave us the ability to target specific markets, lend incremental support to existing promotions and drive consumers to purchase our products at various retailers within proximity of GSTV’s thousands of locations," said Simon Dang, marketing manager of Nightfood. "We believe this is a great solution to target consumers who are already out and about to retail.”

To build its retail media offerings and provide more customized features for CPG partners, GSTV hired Kristal Walton as vice president of CPG, who most recently worked in shopper and omni-customer marketing at SC Johnson. Walton said in the release: “We know retail and CPG marketers are looking to support sales lift, product launches, promotional support and brand lift, and Amplify is the perfect media partner to connect with consumers and drive purchase intent before they visit a retailer, whether it be influencing purchase near immediately specifically in the c-store or increasing return on advertising spend across top retail channels in proximity to GSTV.” 

This news comes on the heels of GSTV joining forces with shopper intelligence and omnichannel media provider Catalina last fall. The partnership provides retailers and CPG brands with enhanced measurement metrics that demonstrate the efficiency and effectiveness of advertising on the platform, proving the impact of specific GSTV ads on in-store sales. 

In combination with the Catalina partnership and long-standing partnership with IRI, the Amplify network now allows GSTV to deliver a full-service marketing advertising solution for the CPG category.

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