Fueling Trust & Leads with a Smarter Media Mix
Holdout test proves GSTV reached auto accident victims at the pump.
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106%
Increase in lead volume in target markets
At a Glance
- Client
- Edgar Snyder & Associates
- Engagement
- OOH, Display
- Format
- 15-second video ads at gas pumps
- Focus
- Improve reach to target market
Overview
GSTV helped get them in front of their audience ― frequent drivers ― in their daily lives ― at the gas pump.
As larger, national competitors with big advertising budgets saturated the market across the same traditional media, regional Edgar Snyder & Associates were losing ground.
The Goal
Reach target audience of frequent drivers more directly to drive up leads.
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Leads
With national competition, fewer leads were coming in for motor vehicle accident representation.
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Targeting
With third-party cookie deprecation and persistent ad fraud, we needed a new way to reach the right people.
The Challenge
Competition, ad fraud and cookie deprecation were making it more difficult to reach Edgar Snyder & Associates’ target audience in a cost-effective manner. Traditional media was getting more expensive, impacting their ability to maintain their spot as top choice for motor vehicle accident representation.
The Solution
Brunner saw an opportunity to do more than just shift spend: it launched a real-world experiment. The team implemented a geo-targeted holdout test across 24 similar markets. In 12 of them, Brunner ran the client’s usual evergreen media plan. But in the other 12, a new media plan was deployed that heavily leveraged GSTV — a media platform that directly reaches people at the pump.
15-second video ads were delivered at gas pumps during fueling, using compelling client testimonials to drive engagement. This high-impact, no-waste environment ensured the law firm’s message was seen exclusively by drivers.
The Proof
Lead volume substantially increased in the markets that ran the GSTV creative. Meanwhile, in the non-GSTV markets, lead volume actually dropped 12% over the same period. The lift was compelling enough to make GSTV a permanent fixture in the law firm’s media strategy, helping them stay visible, competitive, and connected to the clients they serve right where it counts.
