The Globe and Mail and Toronto’s Mojo radio are taking full advantage of VST – Canada’s Point of Influence Network, now set up at 118 Esso stations across the GTA. The network, launched at five test stations in late 2003, broadcasts two- to three-minute loops of news content and ads on sunlight-viewable monitors mounted above gas pumps. The Globe and Mojo are each running 15-second spots, as well as sponsoring news content.

Advertisers can buy space on the network through Vancouver-based VST Canada. ‘It’s a great value in that it’s highly targeted,’ says VST International founder and CEO Lee Olesen. Pizza Nova is running ads at stations next to its shops. Spots are sold in 10- to 15-second slots, and range in price from $300 to $700 per station. Esso reports that, among all 118 locations, it’s registering 2-3 million impressions each month.

VST Canada is working exclusively with Esso at this point, but plans to do deals with other gas stations over time. Olesen is looking at breaking into the lucrative 18-25 market by developing a spin-off of the network for universities, which would feature large-screen displays set up across campuses, playing a mix of university news and ads.