VMO expands petrol and convenience network, integrates content offering
VMO is integrating new content offering segment, ‘Going Viral’, into its On the Go Petrol and Convenience Network.
The network, which has more than 500 locations and almost 3,000 screens, will use the fifteen second weekly package of viral content across its On the Go network, aiming to “capture impulse buyers and drive sales.”
The On the Go network comes in two formats – one above the fuel bowzer and in portrait at the entrance to convenience stores
On the Go comes in two formats – horizontally on top of petrol dispersers, and as portrait digital screens at the entrance of convenience stores.
Anthony Deeble, managing director of VMO, On the Go, said: “The opportunity for On the Go is the fact it’s a one to one audio visual format, so the reason we got it in the business right from the get go, was we really liked the fact it reached a really large audience, it had the capacity for us to grow quite substantially, in a one to one fashion.
Deeble said Dart 2.0, VMO’s audience metric has found more than 80% of consumers are engaging with the digital screens at petrol stations.
“What we are doing there is as much as we are running a lot of dynamic digital ad content and a lot of it is audio-visual content – in fact most of it is – we’ve also integrated into that a content proposition, and that content is obviously designed to engage and entertain and connect, and make sure we are adding some value to the forecourt beyond some of the ad content,” he said.
“Going Viral is a really great one and we are getting great results in terms of the level of engagement measured by Dart with some fun little segments that basically provide entertainment.
“As much as we are growing the network in terms of overall footprint and presence, we are also growing the content within the network to entertain and engage viewers in a meaningful way,” he added.
“When you’ve got a network such as this which is an audio-visual digital offering where we’ve got people for three our four minutes, we know the responsibility to engage from a partner point of view, we want to make sure we actually entertain people that we provide something meaningful in the forecourt.
“It’s a great little format and what we are finding is more and more clients are looking to invest in it and we are responding with a multi-million dollar roll out program that will keep growing the audience and the ability to reach and influence those people.”
