People probably don’t pull up to the gas station pump to watch videos, let alone to sit through ads. But while they wait for their tanks to fill, there’s enough chance that they’ll check out what’s playing at the pump that advertisers including PepsiCo and Quicken Loans, and agencies such as Spark Foundry see GSTV’s gas station screens less as a billboard and more as another TV screen.

PepsiCo has begun to consider GSTV to be part of its video strategy as the company has adopted “more of a video-agnostic approach” with that strategy over the past couple years, said Kate Brady, head of media innovation and partnerships at PepsiCo.

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