Influencer marketing is continuing its expansion beyond social media feeds and phone screens in a new partnership between fuel retailer video network GSTV and influencer marketing company Influential that has the potential to get creator-led ads in front of up to 115 million people per month.
Through their pact, announced today, GSTV will be able to connect advertisers looking to integrate creators into their GSTV campaigns with Influential’s network of over 3.5 million creators, while Influential can extend its clients’ influencer campaigns from social media to GSTV’s 29,000 gas pump screens across the U.S.
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“GSTV is receiving a growing number of requests from advertisers about creator integration capabilities, and this partnership adds to how we can best serve our clients and engage our audience with their favorite creators,” said Violeta Ivezaj, GSTV’s senior VP of business operations, in a press release.
The new partnership reflects the influencer industry’s ongoing shift from its social media origins to a slew of new mediums including digital out-of-home and streaming TV—a pivot that both GSTV and Influential have been heavily investing in over the past year. Last June, GSTV partnered with TikTok to bring TikTok content to its network of screens. In the same month, Influential teamed up with digital OOH platform Adomni to extend its clients’ ads featuring creators to Adomni’s global network of digital billboards, shopping mall TVs and other screens.
And influencers themselves are increasingly looking to reach audiences in different ways, with creators such as Jimmy “MrBeast” Donaldson and YouTubers Rhett and Link recently bringing their video content to streaming services such as Amazon Freevee and Roku.