After a decade in the industry, Vistar Media now claims to operate the largest global marketplace for out of home transactions.
In its latest move, the programmatic tech company for digital out-of-home (DOOH) advertising introduced an upgraded demand-side platform (DSP) coupled with an extensive global rebranding effort.
The reimagined DSP promises to offer advertisers a more sophisticated planning experience, citing deeper insights into campaign delivery and enhanced transparency regarding targeted inventory allocation.
The enhancements include a streamlined workflow, detailed insights panel, upgraded venue imagery, creative preview tool, and enhanced audience visualisation.
The development follows Vistar’s February announcement of a partnership with audience data company Eyeota. The collaboration aims to enhance audience targeting for advertisers in Australia’s growing DOOH market by integrating Eyeota’s audience data into Vistar’s DSP.
The partnership aims to leverage the anticipated growth of Australia’s programmatic DOOH (prDOOH) sector, building on recent research showing increased adoption rates of prDOOH among Australian advertisers, with significant increases in spend predicted to be on the horizon.
According to a VIOOH report, in the last 12-18 months, approximately 37% of Australian advertisers have incorporated prDOOH into their campaigns, with an anticipated increase to 43% in the next 18 months.
See also: Eyeota and Vistar Media unveils partnership as DOOH market grows in Australia
Michael Provenzano, CEO of Vistar, highlighted the company’s impact on shaping the OOH industry, stating that the updated brand identity reflects both its legacy and ongoing innovation within the prDOOH marketplace.
“We first helped supercharge the programmatic OOH marketplace more than a decade ago, and a lot has changed since,” said Provenzano.
“It was time to reintroduce ourselves in a way that better reflects the work we’re delivering to marketers and media owners everywhere.”
He also commented on the company’s dedication to driving innovation in OOH advertising.
“We’ve built Vistar on our unwavering belief in OOH as a channel, and its ability to make a real, business-driving impact for marketers,” he said.
“We’re constantly pushing our brand and technology forward, which is what drove enhancements to our DSP as well, so the platform can better represent what the channel has to offer advertisers and how they can take advantage of it successfully.”
Vistar Media DSP
Micaela Bos, activation director at Omnicom Media Group (OMG), commended the announcement from Vistar.
“These adjustments make the platform even easier and more intuitive to navigate – allowing users to more clearly see all targeting options and gain a deeper understanding of available inventory,” said Bos.
“Being able to easily see creative specs and venue lists, and seamlessly export plans for client stakeholders has been key in fostering confidence in their OOH campaigns.”
See also: Vistar Media welcomes Luke Adams as director of enterprise sales and promotions across APAC