BY SEAN MCCAFFREY, MEDIAPOST

As the penetration of mobile devices reaches near saturation in America, quantitative data alone becomes an inadequate guide as to how to target consumers when and where they have intent to purchase. Advertisers seek newer media formats for reaching consumers, with a renewed emphasis on qualitative data. 

With sea change about in data use and media decisions, reaching the right consumer in the right context at the right time is still paramount to driving real business growth.

Some of those new media have actually been hiding in plain sight, among them video advertising at fuel stations and, particularly so, in summer. 

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