Gas stations are no longer just a place to refuel—they’re a hub for retail and marketing opportunities. One of the most lucrative strategies in this space is using gas station digital signage to display third-party advertising. This turns screens from a cost center into a revenue-generating asset, creating a win-win for both station owners and advertisers.
Here’s how to effectively monetize digital signage at your gas station through external partnerships and ad placements.
1. Why Advertisers Love Gas Station Screens
Gas station environments offer a unique advantage for brands:
- High dwell time: Customers spend several minutes at the pump—an ideal opportunity for engagement.
- Captive audience: Drivers are generally focused on the screen while fueling.
- Frequent visits: Many people stop at gas stations multiple times a week, creating repeated exposure.
- Diverse demographics: A wide range of customers means more reach for advertisers across industries.
These factors make gas station digital signage especially attractive to both national and local advertisers.
2. Types of Ads You Can Sell
There are various categories of ads suitable for gas station screens:
- Local businesses: Restaurants, car washes, repair shops, gyms, and more.
- Regional brands: Beverage companies, fast-food chains, gas loyalty programs.
- National campaigns: Automakers, telecoms, insurance, or packaged goods brands.
- Public service messages: Local government announcements or public health campaigns.
Each advertiser type brings a different level of revenue, but all benefit from the hyper-local, high-visibility nature of your screens.
3. Choosing the Right Screens for Ads
Not all digital signage locations offer equal ad potential. Consider these:
- Pump-top displays: Most valuable for video ads and high impressions.
- In-store screens: Effective for product placement and cross-promotions.
- Roadside LED signs: Great for large-scale branding and brief text ads.
You can charge different rates based on screen location, visibility, and duration of ad placement.
4. Building an Advertising Model
To get started with monetization, define a clear structure:
- Ad duration: Typical ad spots range from 10 to 30 seconds.
- Loop length: Keep ad loops between 2–5 minutes for visibility.
- Packages: Offer tiered pricing based on frequency, screen placement, and duration.
- Scheduling: Allow targeted scheduling (e.g., peak hours, weekends, etc.) for premium pricing.
Also consider offering discounts for long-term contracts or bundling ads with your own promotions.
5. Partnering with Ad Networks or Agencies
If managing ad sales isn’t feasible in-house, consider partnering with a digital signage ad network. These companies handle:
- Advertiser acquisition
- Content delivery
- Reporting and analytics
- Revenue sharing
Popular networks like GSTV (Gas Station TV), AllOver Media, or Vistar Media already work with major advertisers and can help you quickly turn your screens into revenue generators.
6. Ensure Content Balance
While monetizing is important, maintaining a balance between third-party ads and your own promotions is crucial. Too many external ads can overwhelm customers or reduce focus on your in-store offerings. A good ratio is:
- 60% third-party advertising
- 40% station content (promos, branding, loyalty programs)
This balance keeps your signage valuable for advertisers while still promoting your store’s products.
7. Track Performance and ROI
Use analytics from your digital signage system to track:
- Impressions
- Engagement times
- Ad clickthroughs (for interactive kiosks)
- Lift in sales during ad campaigns
Providing data-backed results helps retain advertisers and justify higher pricing for premium spots.
Conclusion
Monetizing gas station digital signage through third-party advertising turns your screens into a passive revenue stream. By attracting local and national advertisers, creating structured ad packages, and balancing content wisely, you can boost profitability without compromising customer experience. With the right tools and strategy, your signage becomes a high-performing media platform in its own right.