VIOOH, the London-based outdoor advertising marketplace created by JCDecaux, on November 10, 2026 added GSTV's video screens at more than 29,000 American fuel and convenience retailers to the inventory that automated buyers can purchase through its platform. According to VIOOH, the network reaches 115 million unique adults aged 18 and over each month, and its content runs as an unskippable, full-sound loop lasting four minutes, which the companies describe as the average time it takes to fill a tank. Neither company disclosed a screen count, monthly impressions, prices, deal types or a start date.

In Short

GSTV runs the video screens built into gas pumps at more than 29,000 US stations, and advertisers can now buy time on them through VIOOH, a London marketplace that sells outdoor screen inventory to automated ad-buying systems. The deal matters to brands and agencies that already buy outdoor screens this way, because pump-top video with sound and a captive audience for several minutes is a different format from a silent roadside billboard. GSTV already sold its screens through several other marketplaces before this deal, and the announcement gives no impression count, price or start date, so the main change is one more buying route rather than new screens.

What the two companies announced

The release was issued from London and is dated November 10, 2026. GSTV posted the same text to its own press page that day. VIOOH describes itself as "the leading premium global digital out of home (DOOH) supply-side platform" - a supply-side platform being the software media owners use to sell inventory to automated buyers. GSTV is described as "the national media network engaging targeted audiences at scale across tens of thousands of fuel retailers across the US."

The core figures sit in one sentence. According to VIOOH, the partnership "delivers access to screens at more than 29,000 fuel and convenience retailers nationwide, reaching 115MM unique adults 18+ per month." The release then names 13 fuel and convenience brands GSTV works with: 7-Eleven, Arco, BP, Casey's, Chevron, Gulf, Citgo, Speedway, ExxonMobil, Shell, Sunoco, Phillips 66 and Marathon.

Gavin Wilson, Global Chief Commercial Officer at VIOOH, framed the deal around the format. "GSTV brings a distinctive advertising environment to programmatic DOOH," Wilson said. "Full-sound video, a captive audience and coast-to-coast reach is a rare combination. Through VIOOH, media buyers can now access all three with the flexibility and precision of the programmatic workflows they already use. It's another important step in building out our US offering."

Evan Pfeffer, SVP, Head of Programmatic at GSTV, spoke for the network. "Our network reaches consumers at a moment when they are highly attentive, engaged and often just steps away from making a purchase," Pfeffer said. "Partnering with VIOOH opens that moment up to a wider community of programmatic buyers, giving brands a simple way to add premium, measurable video to their media plans. We're excited to help advertisers connect with consumers at scale, across the US."

According to the release, buyers gain "enhanced flexibility, precision targeting, and improved efficiency across GSTV's national network in the US." No targeting criteria, data sources or campaign results accompany that sentence.

A format sold by the fill-up

Roadside billboards and street panels, a large share of the US inventory VIOOH has added this year, carry no sound, and buyers plan them around glances measured in seconds. GSTV sells something closer to television: a video loop with sound, playing at eye level to a person who is standing still beside a car.

The four-minute loop is the commercial logic of the network. A driver who stays for the full fill-up sees the entire rotation once; a loop of that length repeats 15 times an hour, by PPC Land's arithmetic. The release does not say how many advertising slots the loop holds, how long each spot runs, or how much of the four minutes is editorial content rather than paid messages. Nor does it cite a source for the four-minute average fill-up time.

GSTV makes two further claims in its boilerplate. It calls itself "the largest consolidated and scaled digital media platform in the convenience and fuel channel," without naming a competitor or a measure of scale. It also states that "analysis of billions of consumer purchases demonstrates that GSTV viewers spend significantly more across retailers, services, consumer goods, and other sectors following a fuel transaction." The release gives no figure. GSTV's homepage puts a number on it - 3.7 times more spending - and its source note points to a 2021 Affinity Solutions analysis comparing card spending within three hours of a fuel purchase against people who did not buy fuel that day. That is a comparison of fuel buyers with non-buyers. It does not isolate the effect of watching GSTV.

The figures that have not moved

How large is the network today? The release's two headline numbers, 29,000 locations and 115 million adults, have been in GSTV's materials for some time.

In May 2022, when GSTV moved its ad serving onto Vistar Media's technology, the company put the network at more than 28,000 locations. By September 2025, according to Adweek, GSTV had screens at around 29,000 gas stations reaching 115 million people. That same report described a deal to add screens at more than 1,800 Casey's stations, which, according to GSTV at the time, would expand its footprint by roughly 10% and add the equivalent of 14 million US adults a month.

Casey's now appears in the release's list of partners. Yet the reach figure is still 115 million and the location count is still "more than 29,000." Had both the September 2025 numbers and the Casey's addition held, the totals would be closer to 30,800 locations and 129 million adults, by PPC Land's calculation. The release does not say whether the Casey's rollout is complete, whether other stations left the network in the meantime, or whether the published figures have simply not been updated. GSTV's homepage still shows "115 MM+" monthly unique viewers and "29,000+" locations, with a source note citing Comscore data from May 2023 alongside the Affinity Solutions study.

A straight division of 115 million adults across 29,000 locations gives roughly 4,000 per site per month, by PPC Land's calculation. Because the 115 million counts each adult once across the whole network, and many drivers fill up at more than one station, the true average audience per site would be higher than that floor.

Not GSTV's first programmatic door

Wilson's line that media buyers "can now access" the network through VIOOH is accurate in the narrow sense. It does not mean GSTV was closed to automated buying until November 10.

GSTV's programmatic page, which carries a 2023 copyright line, lists four ways to buy: a managed "Direct Flex" option run through a third-party ad server, programmatic guaranteed deals at a fixed price and volume, a private marketplace with agreed floors or fixed CPMs, and an open exchange that runs as a second-price auction once direct and private deals have delivered. Under supply-side platforms, the same page displays the logos of Broadsign, Place Exchange and Vistar Media. Its demand-side platform section shows more than a dozen buying tools, among them Yahoo DSP, Nexxen, Basis, Roku and Illumin.

The relationship with Vistar runs deep. GSTV's May 2022 release said the network had sold through Vistar's supply-side platform for four years before moving its entire ad serving system onto Vistar's technology, and that GSTV's programmatic business had more than doubled year over year at that point.

This year GSTV added another layer. On June 24, 2026, it named Shinka as its mediation layer, a system that sits between the network and multiple supply-side and demand-side platforms and runs auctions outside a traditional ad server. The Shinka announcement listed Equativ, Madhive, Magnite, Nexxen and OOH Connect as examples of the platforms it connects. Two weeks earlier, on June 11, GSTV said it had become the first outside media company to use Stagwell's Agentic Targeting System, part of Stagwell's The Marketing Cloud, for audience targeting.

The management team has also changed. According to GSTV's press page, Eric Kozik, interim chief executive since April, was named CEO on October 5, 2026, alongside new ad technology executives. On October 21, GSTV appointed Claire Wyatt as chief growth officer; she previously led retail sales and the Walmart DSP at The Trade Desk. A mediation system, an AI targeting partnership, a new chief executive and a new growth chief, all within five months: GSTV is widening its distribution, and VIOOH is one more outlet in that plan.

What VIOOH adds, then, is access for buyers who already trade outdoor inventory through VIOOH's own marketplace and the more than 50 demand-side platforms it says it works with. The release does not say which deal types GSTV will offer through VIOOH, whether prices will match those on other platforms, or whether the inventory flows to VIOOH through Shinka or by direct integration.

VIOOH's US build-out

Wilson called the deal "another important step in building out our US offering," and the record supports the description. Over the past 15 months, VIOOH has announced a run of American supply partners, most of them coming with a monthly impression figure.

The sequence began with Vengo in August 2025, whose more than 65,000 screens included grocery and convenience stores, bars, gyms and offices, credited with 13 billion monthly impressions. BIG OUTDOOR followed in October 2025 with more than 130 screens in seven cities. January 2026 brought Dolphin OOH's 5,000-plus indoor screens in grocery, convenience and pharmacy stores, then Atmosphere's streaming TV screens in bars and gyms.

The scale jumped in March. OUTFRONT brought more than 7,600 digital screens and 18 billion monthly impressions, around a quarter of the US digital out-of-home market by the companies' estimate, and Orange Barrel Media added 2,281 urban screens with 6.3 billion impressions. In August, Screenverse contributed more than 38,000 screens and 7.7 billion impressions. On the demand side, AdXact's DSP connected to VIOOH in October, and two weeks later Adams Outdoor put more than 460 digital billboards into the marketplace, with 4.9 billion monthly impressions.

The GSTV release breaks that pattern. It gives reach in unique adults, not impressions, and no screen count, so it cannot be set beside the earlier deals on a like-for-like basis.

Fuel forecourts are not new to VIOOH. In January 2026, the company added ISM's 784 screens at Shell stations in Germany, credited with 204 million monthly impressions. In June, i-media connected 1,200 screens across 132 UK motorway service areas. GSTV is larger than either by location count, and it is the first US fuel network among the VIOOH deals PPC Land has covered.

The deal does not change VIOOH's market count. The boilerplate still says the company trades programmatically in 49 markets, the figure it reached when JCDecaux's Baltic screens joined on November 3, and that it works with "+50 DSPs globally," a number that has not changed across its 2026 releases.

What the release leaves out

Several details buyers would normally expect are absent:

  • the number of screens, and how many pumps per station carry one;
  • monthly impressions or a definition of how an impression is counted at a pump;
  • deal types available through VIOOH and any price floors;
  • the date the inventory became, or becomes, buyable;
  • whether VIOOH's access is exclusive in any way (nothing in the release suggests so);
  • the measurement provider behind the 115 million figure and its date;
  • the length of ad spots within the four-minute loop.

The release also does not explain what "measurable," in Pfeffer's words, means for a buyer purchasing through VIOOH, or which data powers the "precision targeting" it promises.

Why this matters for marketers

Outdoor advertising has been one of the faster-growing traditional media in the United States. OAAA figures published in August showed US out-of-home revenue topped $3 billion in a quarter for the first time, reaching $3.16 billion in the second quarter of 2026, up 10.7%. Digital out-of-home grew 18.5% and made up 38.4% of the total, or roughly $1.21 billion by PPC Land's calculation.

Programmatic buying is still a small part of that. The World Out of Home Organization's first global count, reported in October, put programmatic digital out-of-home at $1.339 billion worldwide in 2025, about 7% of digital out-of-home spending. VIOOH's own survey, conducted with MTM among 1,050 advertisers and agencies and published in March, projected that the share of US campaigns using programmatic digital out-of-home would rise from 34% to 52%, with an average planned investment increase of 49% in the US. Those are VIOOH's figures from its own commissioned research, and they describe intentions, not spending.

For VIOOH's parent, the stakes are measurable. JCDecaux reported on November 4 that programmatic revenue grew 37.5% in the third quarter on an organic basis, reaching 13.3% of its digital revenue. JCDecaux launched VIOOH in 2018, holding 93.5% of its capital at the time. Third-party networks such as GSTV, OUTFRONT and Adams give VIOOH inventory well beyond its parent's own screens.

For media buyers, the practical effect is narrower than the headline suggests. Agencies already running GSTV through Vistar, Place Exchange, Broadsign or the platforms Shinka connects gain little new reach. Those whose outdoor buying runs mainly through VIOOH can now add pump-top video without opening a new seat. The open questions sit with the numbers: a network that still reports the same 115 million adults it cited before adding 1,800 Casey's stations, and a release that, unlike VIOOH's earlier US announcements, offers no impression figure at all.

Timeline

Summary

Who: VIOOH, the London-based digital out-of-home supply-side platform launched by JCDecaux in 2018, and GSTV, the Detroit-based video network on US gas pumps. Gavin Wilson, Global Chief Commercial Officer at VIOOH, and Evan Pfeffer, SVP, Head of Programmatic at GSTV, are quoted.

What: A partnership that makes GSTV's screens at more than 29,000 US fuel and convenience retailers, credited with reaching 115 million unique adults a month, available to buyers through VIOOH's programmatic marketplace. The content plays as an unskippable, full-sound four-minute loop. No screen count, impressions, prices, deal types or start date were disclosed.

When: Announced on November 10, 2026, from London.

Where: Gas stations and convenience stores across the United States, operating under brands including 7-Eleven, BP, Casey's, Chevron, ExxonMobil, Shell and Marathon.

Why: VIOOH is building out its US supply after deals with OUTFRONT, Screenverse, Adams Outdoor and others, while GSTV is widening the number of routes through which automated buyers reach its screens, having already sold through Vistar, Place Exchange, Broadsign and a Shinka-run auction layer. For buyers, the deal adds a buying route rather than new inventory, and the release leaves open how GSTV's reach figure has stayed at 115 million after the Casey's expansion.