All Dutch Shell gas stations will become sophisticated advertising pillars, driven by insights and campaign technology from RetailMedia.one.
By analogy with websites, it will also be possible to do a so-called ‘station takeover’. One party purchases all screens at a tank location. These are the digital outdoor screens, the welcome screens at the entrance and the other screens present. Audio commercials are also possible.
Today the parties announce the collaboration.
Shell makes the media channels available at its locations. RetailMedia.One guides customers of the station takeovers during the onboarding process with details about reach, target group, timing and prices. The creative materials of a campaign are uploaded to the RetailMedia.One platform and assessed for content. Once approval is given by Shell, the campaign will automatically go live as planned. After the campaign, research is conducted into the impact on brand and performance and results of the campaign.
Most motorists regularly refuel at Shell, even if they are not regular customers. The company simply has a large reach and is located in prominent locations.
With the collaboration with the Amsterdam media specialist, Shell is taking its media activities to a professionally higher level. Its suppliers and FMCG partners will benefit from this takeover. In addition, it offers opportunities for major consumer-facing and B2B brands such as consultancies, technology providers, tax advisors, software companies, security companies and recruitment agencies.
The innovative thing about the Shell Station Takeover is that all impactful touchpoints simultaneously show the same expression. An audio commercial is also played in the store. The effectiveness of the campaigns is measured in terms of brand impact and, where necessary, sales performance. An average visit to Shell takes about 8.4 minutes. During that time, a brand with a takeover is visible and audible continuously and for a long time.
RetailMedia.one entered into an exclusive partnership with SPAR university in the summer of 2024. That is the formula of the supermarkets on the thirteen campuses in student cities such as Delft, Rotterdam, Eindhoven, Utrecht, Deventer, Zwolle, Nijmegen and Amsterdam. This way they reach almost a million students and employees of the institutions every month.
Photo: Justus Menke, Unsplash
Source: www.emerce.nl
