Every day, millions of Americans stop to fuel up their cars—grabbing coffee, snacks or essentials on the go. It’s a small but powerful moment in their daily journey. These consumers are in motion, often en route to shop, dine or travel. During those few minutes at the pump, attention is high, wallets are in-hand and they’re just steps away from spending inside the store.
For marketers focused on driving measurable outcomes, those moments matter. And with the rapid rise of both convenience retail and retail media networks, an enticing offshoot has emerged that brands can’t afford to overlook: convenience retail media.
Convenience retail media sits at the intersection of reach, relevance and recency—where attention is high and purchase intent is highest. It’s not just a pit stop; it’s a performance channel.
Here’s why marketers should take a closer look at adding convenience retail media to their mix.
1. Convenience stores are community hubs—and powerful brand partners.
Convenience stores have evolved far beyond their “gas and go” roots. Today, they’re the heartbeat of their communities, especially in small towns and suburban areas where they often serve as local gathering places. For many Americans, the neighborhood c-store isn’t just a stop—it’s a staple.
Casey’s, the third-largest convenience retailer in the U.S., exemplifies how this evolution is reshaping the retail media landscape. Through programs like Casey’s Access, the company is helping suppliers connect with guests in more meaningful, data-driven ways.
“Through Casey’s Rewards, we can match over 50% of the transactions in our stores, giving us insights into shopping behavior that allow us to design impactful campaigns for our supplier partners,” said Justin Coaldrake, Casey’s senior director of omnichannel guest experience and media. “And two-thirds of our stores are in towns with fewer than 20,000 residents, so Casey’s Access unlocks a new way for our suppliers to connect with our guests.”
By combining loyalty data, digital channels and in-store media, Casey’s is transforming how CPG brands engage with convenience shoppers—creating retail media programs that rival the sophistication of larger national chains.
“It is not uncommon to see in-store digital signage drive a mid-single digit sales increase or a full omnichannel campaign with an incremental return on ad spend (IROS) of 10x,” said Coaldrake.
That level of measurable impact demonstrates just how valuable these community-based retail networks can be for brands seeking to reach active, purchase-ready consumers.
2. Convenience retail media delivers scale with audiences that matter
While retail media networks across grocery, big box and e-commerce channels have captured significant marketer attention, convenience retail media offers something distinct: scale plus proximity.
Networks like GSTV bring together independent and regional convenience retailers under one unified media platform, giving brands access to an otherwise fragmented audience. With over 29,000 locations nationwide, GSTV provides the scale of a national network and the contextual precision that comes from engaging consumers in real-world moments of intent.
“With 74% of viewers saying they often make unplanned snack or beverage purchases at the c-store, there’s clear evidence that well-timed, high-quality content drives impulse buys,” said Dan Trotzer, Executive Vice President of Industry at GSTV. “A nudge at the right moment—paired with compelling creative—can translate directly to an increase in sales.”
That influence is especially powerful with younger demographics. “Half of our Gen Z viewers say they’ve purchased a new snack or drink after seeing a video ad at the pump,” Trotzer added. “That’s not just awareness—that’s influenceable action. The best RMNs make it simple to buy against key demographics, like the Gen Z example, to help brands move from visibility to conversion at scale.”
Convenience media environments are uniquely positioned to reach these younger, mobile consumers—audiences who may not watch ads in traditional formats in the living room and frequent large-format retail stores weekly but regularly stop for gas, grab a snack and refuel before heading to their next destination.
3. Convenience retail media drives measurable results for brands.
C-store environments are fertile ground for performance marketing. Shoppers here are often open to discovery and driven by impulse—making convenience retail media a natural fit for brands looking to drive immediate results.
“The suppliers who are already partnering with us on content at fuel screens see it as an attractive investment for the opportunity to reach a highly impulsive customer with content that highlights their most accretive SKUs,” said Trotzer.
For CPG marketers, this means that campaigns in the convenience space don’t just drive awareness—they influence action. C-stores are often the first point of trial for many single-serve or new-to-market products, giving brands a chance to test new SKUs, gauge demand and measure lift in near real time.
And because ad exposure in the forecourt or inside the store is tied so closely to the moment of purchase, brands can close the loop on performance—tracking engagement, conversion and incremental sales impact with growing precision.
The takeaway: Don’t sleep on convenience retail media.
The beauty of convenience retail media lies in its versatility. It complements broader retail media efforts while adding a layer of immediacy and physical-world influence.
Every fuel-up represents a few rare minutes of consumer attention. In those moments, brands can connect with audiences who are engaged, receptive and ready to buy—often within steps of the point of sale.
Convenience retail media isn’t just an emerging channel; it’s an engine for growth. With proven results, scalable reach and a highly influenceable audience, it’s time for marketers to recognize its full potential within the retail media mix.
So as you plan your next retail media investment, ask yourself: Is your brand overlooking the value of convenience retail media?
