Dive Brief: 

• Payment technology company VeriFone is teaming up with gas pump company Gilbarco to reach people while they wait at the pump. 
• The pair is hoping to capitalize on the average four-minute wait to deliver video ads to drivers. 
• The deal will also offer drivers more electronic payment options for gas like mobile, EMV, and credit card.

Dive Insight: 

The two firms have identified a gap where people are simply waiting with nothing to do, and therefore could be receiving marketing messages. And with offering new systems of payments, they can also collect some excellent data when it comes to targeting users in other arenas. Where drivers used to be asked if they wanted a car wash or a cold drink, advertisers can now distribute their messages.