Video At the Gas Pump
I saw a video digital benchmark study about VCR (ha!, not the old VCR, the new VCR of Video Completion Rates). It showed that most people (more than 90%) will complete watching a 15- and 30-second format at about the same rate.
Yet I’m surprised by the digital industry that has its sights only on internet carriage. I know this is anecdotal, but some of the most powerful video messaging happens in unexpected places: at the checkout, in store displays, in one-on-one presentations and at the gas pump.
While driving through Mississippi, I was greeted with video content at the gas pump. And it is weird. After I cleaned off the windshield, I found myself watching the screen. When I looked around, I saw a few others watching the pump with great interest.
What lengths work best at a gas pump? Not 15- or 30-seconds. It has to be longer content with a mix of real content and ads. But I really wondered why the C-store had not used the opportunity to sell what was inside the store instead of news content from a local station.
So what can you learn from this blog? First, the medium effects your message length. Carefully craft your video message for the audience, use, event and outlet. Also consider the screen size — tiny sports scores don’t show up well in the gas pump format.