Top 50 Indie Motor Fuel Group (MFG) has launched a digital advertising offer across its more than 1,200 forecourts.
The business is partnering with retail media specialist GIG Retail to launch three advertising options: outward-facing window screens, above payment-counter screens, and till screens.
While the first would attract roadside traffic, the second and third would be pitched at customers in the store, with the till version “capturing high-dwell attention at the final moment of purchase”, says MFG.
The group is targeting companies whose products it stocks, as well as those “just looking to tap into a high-intent commuter demographic”, adding that its digital screens “can deliver targeted, contextual messaging at the optimal moment”.
GIG Retail says that data reveals 48% of people filling up with fuel will also purchase other items, providing a “receptive audience primed for spending”.
Its account director Joe Chamberlain says: “With our multi-format digital network, we are giving brands the scale and agility to connect with an affluent, diverse and captive audience right in the heart of their daily routines.”
