- TikTok will start appearing on more gas station screens through a recent partnership with GSTV, a video network provider for fuel retailers, in line with news shared with Marketing Dive.
- As part of the deal, GSTV’s creative studio, Ignite, will curate weekly TikTok segments that include QR codes that link back to the social media app and a #ISawItOnGSTV hashtag for sharing purposes. The curated 20-second videos will run alongside other GSTV creator content.
- GSTV reaches over 116 million unique monthly viewers across the U.S. For TikTok, the pact is one other approach to enshrine itself as a ubiquitous platform whose influence extends beyond the mobile screen.
TikTok continues an expansion beyond its smartphone roots with the GSTV partnership. Along with potentially driving recent downloads, the deal is indicative of how the ByteDance-owned platform desires to enshrine itself as a side of on a regular basis living for consumers who’re stepping out for errands or heading to work. These ambitions come as the app is again faced with the likelihood of a U.S. ban over its links to China, which lawmakers paint as a national security concern. Some states have already began cracking down on the app, setting off potentially complicated legal battles.
For GSTV, the pact will provide a gentle feed of viral video content that has been shown to resonate with key demographics like Gen Z. TikTok’s presence could help the fuel station video network secure more promoting spend as brands look to achieve individuals who have resumed work commutes and leisure travel in greater numbers amid the easing of pandemic restrictions. TikTok compilations cut together by Ignite join a GSTV programming slate of publishers including Maria Menounos, Cheddar News, Live Nation, Loop Media and So Yummy.
“We’re thrilled to bring this partnership to our audience, entertaining them as they fuel up, and highlighting content and creators to find,” said Violeta Ivezaj, senior vp of business operations at GSTV, in an announcement. “Furthermore, that is an exciting opportunity to supply our promoting partners, creating memorable moments with organic and inventive content integrations optimized for consumers on the move.”
A sample video provided to Marketing Dive opens with the TikTok and GSTV logos paired together before showing a range of gymnastics clips drawn from creators on the app. The athletic feats share the screen with a QR code that includes a “Scan Me” call to motion, together with the #ISawItOnGSTV hashtag that is supposed to generate more social awareness.
Linking with GSTV builds on other moves to get TikTok in front of on-the-go consumers. In May, the corporate struck an identical partnership with airport TV network ReachTV. Around the identical time, TikTok announced a deal with Screenvision, a seller of ads on movie show screens. Mercedes-Benz earlier within the 12 months also revealed that TikTok could be coming to its E-Class sedans’ infotainment systems, with a dual-screen viewing mode for each passengers and drivers.
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