Roadside Media Owner Launches Ultimate B2C Driver Reward App

Jul. 19, 2025

Omnichannel media owner, i-media, launches “Pitstop,” the Motorway Reward App, to enhance the driving experience and better connect consumers with brands on the road.  

Pitstop is a utility app offering drivers the ability to plan trips, unlock rewards, access partner discounts, and enjoy personalised offers. With real-time milestone tracking and seamless integrations to support navigation and delivery platforms, this is a first for road users who find it notoriously difficult to plan their motorway stops. By selecting drivers’ favourite brands, facilities, and services, the app offers personalised rewards. These could include 2-for-1 Coca-Cola products or free upgrades on Costa Coffee products, redeemable on-site. Affiliate brand deals and prize entry draws are also available on the app.  

Pitstop further strengthens i-media’s end-to-end offering, unlocking first-party customer and vehicle data for brands and providing advertisers with unprecedented effectiveness when targeting audiences on the road. Sponsorship opportunities are available to boost visibility, positioning, and reach, as well as brand offers that incentivise engagement and increase brand loyalty with personalised targeting, providing trackable results. Rich Media ads, banners, and push notifications are also available to brands looking to connect with new audiences.  

To deliver the app, i-media partnered with the largest Motorway Service Stations in the UK and leveraged its first-class data and tech expertise, along with its deep understanding of consumer behaviours on the road.  

Motorway Service Stations continue to be a key part of the UK infrastructure, with 6.6 million visitors per week, 65% a leisure audience, and 35% SMEs and Tradespeople. With £3 billion spent on non-fuel products annually and 76% of tradespeople using MSAs—equivalent to 2.2 million people—the Pitstop app provides brands with a direct line to engaged, purchase-ready consumers. 

Jonathan Lewis, i-media CEO, said: 

“We’re thrilled to launch Pitstop, changing the way brands connect with consumers on the road, and showcasing how the integration of data and digital is transforming the outdoor media landscape. I-media is uniquely positioned to develop innovative products such as Pitstop, which will benefit Brands, Consumers, and Motorway Service Stations.” 

 

With a presence at 130 roadside locations, i-media provides advertisers with access to UK motorists, a varied and affluent audience, reaching an average of more than 31 million unique visitors annually in high dwell-time environments. The company has also developed the UK’s largest network of full-motion large-format digital screens at Motorway Service Areas via exclusive partnerships with major operators Moto, Welcome Break, Roadchef, and Extra.  

The Pitstop product launch follows a series of ambitious developments for the company, including a rapid digital inventory roll-out and experiential offering, and the recent hire of Nick Lawson as Chairman.