LCD TV manufacturer Westinghouse Digital Electronics has entered into an exclusive arrangement to roll out AdtekMedia’s premier digital media network, PumpTop TV, at over 75,000 petrol station pumps across the US.
Under the terms of the deal, Westinghouse Digital will build and install turnkey display systems for fuel pumps serviced by AdtekMedia’s narrowcast network, which will deliver news content and advertising to petrol station consumers as they fuel their vehicles.
This will involve supplying complete systems to be installed onto thousands of service station pumps in each of 60 of the largest US markets, thus creating one of the largest out-of-home digital media networks in the US, reaching more than 100 million drivers each month.
Out-of-home digital media networks are rapidly emerging as key marketing and communications channels, and are already being used in environments such as cinemas, grocery stores and shopping malls. With nearly 170,000 locations in the US, petrol stations are believed to represent one of the best out-of-home digital media venue opportunities.
The system includes dual 19 widescreen high-resolution displays (on both sides of the pump), computer, and networking components with wireless delivery along with a server backbone. Furthermore, Westinghouse Digital will incorporate advanced technologies for increased brightness and daylight viewing, along with environmental protection and climate control for sensitive system components.
PumpTop TV offers consumers a five-minute program of news, sports, entertainment, weather and traffic interspersed with advertising. The near-term rollout plan for the network calls for expedited completion of the current build-out of the Los Angeles market, quickly followed by full entry into other key US demographic markets, including San Francisco-Oakland-San Jose, Sacramento-Stockton-Modesto, San Diego, Phoenix, Dallas-Fort Worth and Houston.