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Vistar Media upgrades its DSP to offer more insights & visual support to build stronger campaigns

By M4G Bureau - March 28, 2024

“We’re constantly pushing our brand and technology forward,” says Michael Provenzano, CEO, Vistar

Vistar Media has reimagined its DSP to provide a sophisticated planning experience for running OOH campaigns. The company maintains that the DSP now enables buyers to better understand the physical context of OOH and how their campaign will appear in the real world. This allows buyers to easily convey plan details to other stakeholders.

“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,” said Michael Provenzano, CEO at Vistar, in a release. “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.”

In the world of OOH, success hinges on understanding available inventory, and accurately applying data to deliver impactful, contextual messages. This is why our goal is to provide buyers with more insights into campaign delivery, more transparency into what inventory they’re really targeting, and more accurate projections of how and where their budget will be spent. Specifically, advertisers operating on the Vistar DSP will have access to:

  • Updated Workflow: A streamlined, step-by-step workflow that allows users to focus on each step of the planning process.
  • Insights Panel: A full breakdown of targeted venues and projected costs. This gives advertisers important insights they need to have confidence in launching a campaign.
  • Venue Image Improvements: Image examples of every venue type for a better understanding of the type of screen and environment that might be included in the plan.
  • Creative Preview Tool:  The Creative Preview Tool integrates the ad creative into photographs of the target screen or venue environment.
  • Audience Visualisation: Visualizing where the target audience is throughout the day in relation to screens is important when selecting the right venues and audience strategies for the campaign.

“Overall, Vistar’s planning tools have always been exceptional compared to other DSPs and SSPs,” said Micaela Bos, Activation Director at Omnicom Media Group (OMD). “However, 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. 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.”

“You also may notice something different about Vistar today – a refreshed brand and company ethos to reflect an industry that’s both timeless and always innovating,” continued Provenzano. “We first helped supercharge the programmatic OOH marketplace more than a decade ago, and a lot has changed since. We now operate the largest global marketplace for OOH transactions, and provide the technology infrastructure for some of the world’s most respected OOH media businesses. So, it was time to reintroduce ourselves in a way that better reflects the work we’re delivering to marketers and media owners everywhere.”


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