GSTV's OCTANE Links Behavioral Data with Ad Campaigns

In the US, national video network GSTV (Gas Station TV) has launched an analytics offering called OCTANE, to help brands connect behavioral data with national ad campaigns.

GSTV content reaches one in three American adults monthly, as they 'fuel up' at gas retailers across the US. Its new OCTANE service combines transactional, geospatial and digital behavioral data to provide a perspective into consumer activity before, during and after a location-based media exposure. Advertisers can use the service to develop media strategies, target audiences and measure campaign ROI.

The OCTANE suite taps partnerships with Acxiom, Placed, Dstillery and IRI, combined with ongoing collaborations with Nielsen, Carto and MFour. In addition to ROI analytics, it offers data-driven planning and optimization tools such as Dstillery's Dscover Maps, a geospatial insights tool used to identify audiences on the GSTV video network based on past real-world and digital behavior.

Eric Sherman (pictured), SVP Insights + Analytics, comments: 'Advertisers need more than just data to be successful, they need credible, conclusive insights, paired with targeted, national reach. We developed OCTANE with this in mind. Our focus on robust methodologies and concise, actionable outputs has been well-received by our clients to date'.

Web site: www.gstv.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.