All about attention with GSTV's Sean Mccaffrey

"We're underestimating the fluidity and opportunity between physical and digital consumer behavior in marketing. Marketers and their associated media spend still obsess a little too much on things like digital metrics, social metrics, viewership, etc. We forget that as consumers, we bought it, we watched it, we listened to it, we viewed it—that's a very fluid experience through the digital and physical world."

"There's an opportunity to move beyond app and paid search when it comes to commerce media. People are realizing screens in the store, screens near the store, that sort of thing. Those that are accelerating there faster are seeing the benefit of it. That's what we're hearing from brands for the most part."

"For GSTV, we program a show each day that is both content and commercial messaging driven by the same consumer context. It's a moment in time where you're shopping more that day. Fuel day, for example, is a surrogate for exponentially more spending and big box grocery."

GSTV reaches 116 million consumers monthly through convenience stores and fuel retailers, positioning itself at the intersection of physical and digital retail. The company emphasizes that marketers over-focus on digital metrics while overlooking the seamless consumer journey across both channels. In-store media networks represent a significant opportunity beyond traditional app and paid search strategies. GSTV programs daily content combining entertainment with commercial messaging, driven by consumer context and behavioral patterns. Fuel purchases serve as indicators of increased spending in grocery and other categories. Brands accelerating adoption of physical retail media networks are seeing measurable benefits, demonstrating the power of connecting storytelling to conversion through contextual, moment-based marketing.

Read at Retail Brew