{"id":4689,"date":"2021-01-09T19:01:51","date_gmt":"2021-01-09T19:01:51","guid":{"rendered":"https:\/\/idmc.com.ua\/?p=4689"},"modified":"2026-01-19T11:58:08","modified_gmt":"2026-01-19T11:58:08","slug":"sovremennaya-azs-monetizacziya-effektivnost-oshibki-perspektivy-razvitiya-digital-signage-na-setevyh-azs","status":"publish","type":"post","link":"https:\/\/idmc.com.ua\/en\/sovremennaya-azs-monetizacziya-effektivnost-oshibki-perspektivy-razvitiya-digital-signage-na-setevyh-azs\/","title":{"rendered":"Modern Gas Station: Monetization, Efficiency, Mistakes, and Prospects for Digital Signage at Networked Fuel Stations"},"content":{"rendered":"

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1. In your view, a modern gas station is…<\/strong><\/h3>\n

Less than ten years ago, few could imagine that a modern gas station would resemble a restaurant or mini\u2011market more than a simple refuelling point.<\/p>\n

It\u2019s incredible but true \u2014 meetings and negotiations at gas stations are becoming a norm in today\u2019s world. That\u2019s because you can satisfy multiple needs at once: a wide selection of aromatic, high\u2011quality coffee, a variety of snacks for every taste, comfortable seating and armchairs, high\u2011speed Internet and many additional services that increase comfort while at the station.<\/p>\n

The experience from Innovative DMC\u2019s projects at networked fuel stations, along with feedback from our partners and colleagues, shows that revenue from ancillary goods and services at some complexes has equaled or even exceeded fuel sales. This fact prompts many owners and managers of fuel\u2011station networks to seriously consider reshaping the traditional gas\u2011station business model.<\/p>\n

In my opinion, a modern gas station is, first and foremost, comfort and the ability to satisfy as many of a modern person\u2019s needs as possible in one place. By the way, the restroom at a gas station is a separate topic \u2014 for me (speaking as a driver) the restroom often seals the final judgement about the station.<\/p>\n

https:\/\/www.youtube.com\/watch?v=9PxYwiyqr0k<\/p>\n

2. Can you increase a gas station\u2019s efficiency and profitability using innovative solutions? If YES, how should it be done correctly?<\/strong><\/h3>\n

Absolutely YES. When discussing monetization of Digital Signage at networked gas stations (and beyond), you must first identify the most effective CONTACT POINTS. Considering format, location, competitor strategy, etc., focus on the most efficient communication channels with your target audience using digital media. Examples most commonly used:<\/p>\n

1. Digital pylon<\/h4>\n

First, I recommend paying attention to the pylon design. In my view, a digital pylon greatly enhances the effectiveness of that crucial first impression. Placing a full\u2011colour, high\u2011brightness LED panel at the top or bottom of the pylon has been a trend for the past few years. This is driven primarily by dynamic content: motion is at least three times more effective than static content. Using double\u2011sided pylons is ideal. With contrasty, bright, dynamic content you significantly increase the chance of catching the eye of passing drivers. Informing only about fuel prices is certainly useful, but an additional dynamic advertising surface will easily attract advertisers and boost sales of the products\/services shown on the screen.<\/p>\n

A modern digital pylon partly serves as an \u201cattention magnet,\u201d much like digital window displays in retail. Brightly presented information with the ability to update content remotely across the ENTIRE network increases the quality, number and duration of visual contacts. As a result, you get conversions into purchases of advertised goods or services. All this can influence customer choice \u2014 one main aim of a digital pylon is to STAND OUT among competitors and attract drivers\u2019 attention.<\/p>\n

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2. LED media facade<\/h4>\n

A second attention channel is, without doubt, an LED media facade. This advertising surface easily attracts advertisers who want to place bright, dynamic content. You can broadcast new products, social, commercial or corporate content with centralized content management across one screen or across all LED screens in a network. The key advantage of using media facades at gas stations (and beyond) is the very high brightness of outdoor screens \u2014 typically \u22654500 cd\/m2. Such brightness lets you catch drivers\u2019 attention from a great distance (over 300 m direct visibility in clear weather).<\/p>\n

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3. Small high\u2011brightness LCD screens<\/h4>\n

High\u2011brightness LCD screens embedded in the station or positioned where drivers can easily see them are common. In the West, such screens are often placed near the fuel nozzles because self\u2011service stations are more widespread there than in Ukraine. These screens typically duplicate fuel price information, display the amount of fuel dispensed, and show social or informational content. This channel is largely image\u2011building but is rational for self\u2011service stations.<\/p>\n