-By Katy Bachman

PumpTop TV, a digital media network at the gas pump, announced Monday (Oct. 19) it signed a content deal with MovieSet.com. As part of the agreement, MovieSet.com will air “behind the scenes” clips from movie location shoots across PumpTop’s network in 12 markets.

One of the first production previews will focus on King of Fighters starring Sean Faris, Will Yun Lee, Maggie Q, Ray Park and Bernice Liu and directed by Gordon Chan, well-known martial arts director.

In addition to MovieSet.com, PumpTop has signed content agreements with as many as 25 other media and information providers such as Dilbert, JD Powers, Comedy.com, Meredith’s Better.com and Scripps’ DIY Network.

“Content is an evolving strategy for the medium,” said Doug Woo, executive vp of AdTek Media, parent company of PumpTop, which is building up its library of content for the network. “People are already attracted to our medium. We already have fixed eyeballs. Because of that content is not used to get people to watch, it’s to give them a good experience.”  

Last week, PumpTop unveiled its first branded entertainment campaign with Gary Vaynerchuk, author of Crush It! Why Now is the Time to Cash in On Your Passion. The estimated $400,000 one-month trade deal serves double-duty by promoting Vaynerchuk’s book appearances in local markets and providing content for PumpTop’s network at the gas pump.

PumpTop, via a joint sales venture with Outcast, have combined inventory at the gas pump which has lured national advertisers such as Red Bull, General Motors and VH1 to reach a combined audience of more than 20 million motorists each month on 12,600 screens.