Over the next two years, Pump TV – which began its rollout in 2009 – plans to deploy more than 4800 of its LCD displays at 400-odd gas stations across Australia, delivering 12m consumers monthly. Its network to date is concentrated in Adelaide, Brisbane, Melbourne, Perth and Sydney.
The firm, which shows news and lifestyle content from Australia’s Channel Seven and Yahoo!7 interspersed with ads on the 19-inch screens, has recently signed a 123-station, 1200-screen deal with BP that will take it further toward that goal.
BP joins Pump TV’s other gas-station partner brands, Caltex and United Independents.
And for the first time it is looking outside Australia, licensing its network to Chinese firm Joy Media for 64 Shell stations in the northeastern city of Tianjin, one of China’s largest. Joy may then look at developing the network in other parts of the country.
Old-tech competitor
However, Pump TV is facing non-digital competition at Australian petrol pumps, where the typical motorist is believed to spend four minutes a week.
Seemedia, which places printed ads dubbed FillBoards on the pumps, is aggressively expanding its network through a deal with retailer Woolworths (unrelated to the famous U.S. and British chains of the same name that went out of business in 1997 and 2009, respectively).
The Woolworths tie-up will add 450 sites to its estate, bringing the total to 750 with a monthly audience of some 15m – a higher figure already than Pump TV’s 2012 target.
