Experts Reveal How Dispenser Advertising Can Lead to Increased Sales

July 8, 2025

In an era where businesses are vying for every inch of consumer attention, innovative advertising methods are required more than ever before for boosting sales and increasing awareness around a product.

One method of advertising which has gained increasing popularity amongst marketers is fuel dispenser advertising. This method captures the attention of consumers who are refueling at fuel stations and is often overlooked by marketers despite its proven benefits.

In 2023, the global fuel dispenser market was valued at $2.64 billion. It is also projected to increase from $2.78 billion in 2024 to $4.23 billion by 2032, growing at a compound annual growth rate (CAGR) of 5.4% over the forecast period.

With those figures already at exceptionally high levels, and set to climb even higher, this article will examine how dispenser advertising can lead to increased sales. From offering real-time and localised promotions, to capitalising on a customer’s frame of mind while they are in the process of refueling, the strategic placement of advertisements on fuel dispensers is transforming the way fuel retailers connect with potential buyers.

Three Reasons to Implement Dispenser Advertising

You Have a Captive Audience

Dispenser advertising can deliver unmatched visibility considering its ability to capture the attention of every single fuel customer. Not only that, but as the average dwell time whilst fueling up is generally high, with some figures suggesting an average of around three to five minutes, consumer interaction is likely to drive immediate considerations for a brand. Still, it will also aid in strengthening long-term brand recognition – not to mention that the advertising is at eye level and not easy to miss.

Unlike when browsing on a phone, scrolling on a laptop or watching the TV, dispenser advertising captures its audience whilst they are less distracted by competing media. This presents a unique opportunity for advertisers to engage with their potential customers when they are more likely to be receptive.

Also, as the consumer is stationary whilst using the dispenser, there is a better chance of the advertising sinking in and making a bigger imprint on their mind. This makes dispenser advertising ideal for fuel retailers who are eager to see immediate action from their advert, such as promoting latest offers in the convenience store, offering limited-time deals, or encouraging app downloads and/or loyalty programs.

Customers Can Visit 24/7 Due to Various Reasons

Many forecourts operate for 24 hours a day, seven days a week, allowing for unrivalled potential for exposure to a marketers advertising campaign, unlike many traditional advertising platforms that are limited by the time of day, or by specific consumer behaviour.

By operating continuously, it means there is a constant flow of potential customer exposure, and the advertising campaigns can be tailored to specific consumer needs, or drive impulse purchases, through the constant flow of customers.

It Is a Great Way to Entice Fuel Customers Into a Store

Dispenser advertising has become an effective way for forecourts to advertise discounted food, beverages, merchandise and/or other promotions, such as fuel discounts when purchasing another service.

The market for technology-driven, personalised media and advertising within forecourts is growing rapidly. By leveraging tools like loyalty programs, fuel retailers can gain valuable insights into shopper characteristics—such as demographics, psychographics, and behavioural patterns. This data enables retailers to enhance the customer journey through various retail innovations, including multichannel marketing, in-store merchandising, and digital activities. These strategies have become, and continue to be, a key focus for fuel retailers looking to engage and retain customers.

Soren Powell-Holse, Senior Director of Sales, Europe, ANZ & Key Accounts at Dover Fueling Solutions^® (DFS) is quoted saying: “Personalised advertising at the pump, to some extent, is expected today.”

“It has been proven that such marketing strategies can add excellent value for many motorists and businesses. In fact, customers of DFS have said it has helped them increase retail traffic, profits and at least one customer (Gebrüder Derksen GmbH) saw a 30% increase in loyalty scheme registrations.”

The necessity in modern times to offer an outstanding customer journey has paved the way for an increased number of digital conversations between a fuel retailer and a consumer. Despite this, fuel retailers must remain vigilant and expect sudden shifts in consumer habits. As forecourts evolve, and expectations change, the demand for productions and solutions that prioritise a customer's convenience, safety and security, has never been more critical.

Also developed by DFS is the T-Media^™ solution, perfect for promoting in-store products and capturing customers' full attention whilst they refuel. Traditional static or loop media can be time-consuming and expensive to update, whereas T-Media uses a cloud-based solution, allowing an advertiser to upload, schedule and go live in a matter of minutes. The advertising can then go live at a local forecourt showcasing the versatility of the solution.

Need Inspiration? Discover How a Family-Run Company Increased Shop Sales & Loyalty Scheme Registrations by 30 Per Cent.

To truly appreciate the scale in which fuel dispenser advertising can play a positive effect in promoting brand awareness and ultimately, sales, DFS produced a case study to showcase how Gebrüder Derksen GmbH, a family-run company that has been in business for over 50 years, utilised this method of marketing to increase sales in their shop.

Gebrüder Derksen are the owners of one of the largest petrol stations in Emmerich-Ost, spanning 8,000 square meters and featuring a retail forecourt, a spacious convenience store, a 60-seat restaurant, and an extensive truck stop area. The station is also equipped with dedicated refueling, rest, and wash facilities, which left Gebrüder Derksen keen to explore ways to maximise the site's potential.

The T-Media solution was decided as an ideal marketing tool for promoting products and boosting in-store traffic. Not only that, as another of Gebrüder Derksen's main objectives was to drive new sign-ups for their loyalty program.

According to Heinz Derksen, Managing Director at Gebrüder Derksen, “We are certainly seeing an increase in the sales of the products we are promoting. We have also seen a 30% increase in our loyalty programme registrations. It was important to push our loyalty programme…”

“T-Media is definitely a revenue driver and it’s a massive advantage in that we can be certain about getting a customer’s attention at the dispenser.”