Fuelling Engagement: How Petrol Station Advertising Is Transforming Digital Out-of-Home Media
In a world where consumers are bombarded with thousands of messages daily, brands need new ways to cut through the clutter. One of the most effective and underutilised opportunities lies in petrol station advertising — specifically, through digital out-of-home (DOOH) screens embedded directly onto fuel pumps.
Adverto, a leading Australian manufacturer of DOOH technology, is revolutionising how advertisers interact with on-the-move audiences. By offering intelligent, weather-resistant screens on the pump, Adverto enables brands to deliver timely, relevant and measurable content where attention is guaranteed.
In this blog, we explore how petrol station advertising is emerging as a cornerstone of modern marketing and why DOOH is the future of outdoor engagement.
What Is Digital Out-of-Home Advertising?
Digital Out-of-Home (DOOH) advertising refers to digital media displayed in public environments. Unlike static signage, DOOH screens can deliver dynamic, real-time content — often informed by data such as time of day, weather, or customer behaviour.
The format is gaining ground fast. According to Statista, the global DOOH market was valued at over USD 18 billion in 2023, and it’s projected to exceed USD 30 billion by 2027.
Its growth is driven by:
- Flexible content scheduling
- Improved analytics and reporting
- High audience engagement
- Lower production waste compared to print signage
Why Petrol Station Advertising Works
Petrol stations are unique advertising venues. They combine high dwell times, captive audiences, and predictable foot traffic, making them ideal for impactful DOOH campaigns.
- High Dwell Time
On average, drivers spend 3–5 minutes at the pump. This window is perfect for playing a full advertising loop or multiple branded messages. Unlike billboards passed in seconds, screens on the pump offer a guaranteed viewing period.
- Undivided Attention
Refuelling requires focus — and phones are often put away. This creates a rare moment where the digital signage has virtually no competition for the viewer’s attention.
- Proximity to Purchase
Petrol stations often include convenience shops. Targeted ads for snacks, drinks, or car care products can drive immediate in-store conversions, especially when paired with promotions.
The Adverto Advantage: Built for the Forecourt
Adverto designs and manufactures robust digital signage systems specifically for petrol environments. Our digital pump screens are:
- Weatherproof and vandal-resistant
- Bright and sunlight-readable
- Fully remote-managed via cloud CMS
- Equipped with real-time analytics
- Optional touchscreen-enabled for interactivity
Whether in bustling city centres or remote regional stops, Adverto’s hardware is engineered to perform under pressure and deliver reliable results.
How Brands Use DOOH at the Pump
Petrol station DOOH advertising has become a valuable channel across various sectors:
- Brand Awareness Campaigns
Large FMCG and automotive brands leverage fuel pump screens for top-of-mind recall. Ads at the pump are unmissable — literally placed in front of the consumer during an unavoidable task.
- In-Store Promotions
Service stations often promote discounted items like coffee, car washes, or two-for-one snacks. DOOH content can highlight these offers with eye-catching motion graphics and time-based triggers (e.g. breakfast promos from 6–10am).
- Public Messaging and Government Alerts
DOOH isn’t just for sales. Councils and emergency services can use pump screens to display fire alerts, public safety notices, or weather warnings — effectively reaching commuters in all areas.
Data, Accountability and Real Results
Unlike traditional print signage, DOOH offers data-driven insights. Adverto’s platform enables advertisers to track:
- Play counts per site
- Time and date playback logs
- Length of content viewed
- Engagement (for touchscreen-enabled displays)
This level of reporting transforms outdoor media from guesswork into a measurable marketing channel. Brands can use performance data to optimise creative, rotate messaging by location, and maximise return on investment.
Further evidence of DOOH’s effectiveness can be found in a study by Nielsen, which showed that 65% of people who viewed digital billboards could recall the message, with over half reporting that the message influenced their purchase decisions.
Sustainability and Operational Benefits
With increasing pressure on brands to reduce waste, Adverto’s DOOH solutions provide a sustainable alternative to traditional print materials. Benefits include:
- Zero printing waste
- Reduced need for physical installations
- Instant campaign rollouts across hundreds of sites
- No need for on-site staff changes or maintenance calls
This helps station operators and advertisers save time, money, and environmental impact — especially across multi-location networks.
What the Future Holds for DOOH at Fuel Stations
Technology is rapidly advancing, and the future of petrol station DOOH looks increasingly smart and integrated.
🔹 Programmatic Ad Buying
Screens may be connected to programmatic platforms, enabling advertisers to bid in real-time for high-value slots based on traffic flow and consumer demographics. This approach mirrors what’s already happening in digital display and CTV. For more, see JCDecaux’s explanation of programmatic DOOH.
🔹 Hyper-Local Targeting
With geofencing and dynamic content scheduling, a station can show weather-specific ads (“Grab an umbrella — rain coming!”) or demographic-relevant promotions (e.g. SUV drivers seeing tyre discounts).
🔹 Mobile + DOOH Integration
Expect more QR codes, NFC payments, and location-based app integrations to link pump advertising with consumers’ mobile devices — creating a seamless, trackable journey.
Why Choose Adverto?
Adverto isn’t just a DOOH hardware supplier — it’s a technology partner with deep expertise in out-of-home media, smart infrastructure, and digital signage.
Here’s what sets Adverto apart:
✅ Built and tested for Australian conditions
✅ Cloud-based CMS for easy content management
✅ Seamless integration with media agency workflows
✅ Ongoing tech support and diagnostics
✅ Modular systems tailored to site-specific needs
Whether you’re managing a single service station or a nationwide network, Adverto provides scalable, future-ready solutions for every campaign.
Conclusion: The Last Great Moment of Attention
As advertising evolves, attention remains the currency that matters most. With screens on the pump, Adverto enables advertisers to own a moment of rare, undivided focus — when a consumer is paused, present, and receptive.
By blending hardware reliability, data transparency, and smart media delivery, Adverto’s digital signage solutions are redefining what’s possible at the forecourt.
Ready to make your brand unmissable? Contact Us today and see how petrol station advertising can drive real engagement — where it counts most.