Dive Brief:
- Casey’s General Stores has partnered with digital network service GSTV to bolster its Casey’s Access retail media network, the companies announced this week.
- Through the partnership, GSTV will provide Casey’s with branded video content to play on fuel dispensers at the retailer’s 2,900 locations across 19 states. The rollout will begin this fall.
- The partnership marks a significant step for Casey’s retail media network, which will have over 30,000 digital screens at the company’s stores once the rollout finalizes, Justin Coaldrake, senior director of omnichannel guest experience and media at Casey’s, said in the announcement.
Dive Insight:
Casey’s debuted its retail media network in early 2023, just as the advertising channel was beginning to emerge in the convenience store industry. Since then, Casey’s has gathered more than six billion data points from shoppers buying from or interacting with its brand, according to its website. Features of the network have included display ads, sponsored products, app takeovers and AI-enabled audio.
Casey’s Access will now be getting a boost with video content from GSTV, whose forecourt media solution for fuel and c-store retailers aims to influence purchase decisions and enhance the overall customer experience, according to the vendor’s website.
“Our retail media journey began in 2023 with the launch of Casey’s Access, and we’ve been strategically expanding our ad inventory ever since,” Coaldrake said. “We’re thrilled to partner with GSTV to unlock a powerful and differentiated advertising channel that’s unique to our industry.”
GSTV’s network of convenience and fuel retailers is extensive, and includes 7-Eleven, Circle K, BP, Shell, Sunoco, ExtraMile and Chevron. The company’s branded video service is live at about 29,000 locations around the U.S. and reaches over 115 million adults per month, the company said.
“For brand advertisers, the inclusion of Casey’s in GSTV’s national network will be a welcome addition for the national and regional brands already advertising with GSTV and seeking to reach this valued audience at scale and grow market share in the convenience channel,” Dan Trotzer, executive vice president of industry at GSTV, said in the announcement.
