Gas Station TV, part of Destination Media, is bringing the concept of “bookend” commercials to screens on the pumps at gasoline stations. The Ford Motor Company is the first advertiser to buy what the company is calling echo ads, for its 2010 Ford Fusion hybrid. A 30-second commercial for the car appears in the first minute of a 4 1/2-minute segment on the screens, to be followed sometime during the third minute by a spot for the car that lasts 5 or 10 seconds. The echo ads will run through May 3 on gasoline pumps at stations in 25 large markets.
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