Eyeota and Vistar Media Partner to Enhance DOOH Targeting
Eyeota, a Dun & Bradstreet company and global source of digital marketing data, has formed a partnership with Vistar Media. Vistar Media is a global supplier of digital out-of-home (DOOH) programmatic technology. Through the partnership, buyers utilizing the Vistar DSP will be able to plan and target their DOOH campaigns more effectively by maximizing their media spend by utilizing Eyeota audience data, which covers over 30 verticals and seasonal events.
Enhanced DOOH campaign targeting
Integrating Eyeota audience segmentation with Vistar DSP allows advertisers to enhance campaign targeting across the wide network of outdoor digital inventory offered by Vistar. This includes billboards, street furniture, bus stops, airports, and a variety of other locations that let marketers interact with customers on multiple occasions throughout a typical day.
Marketers can now streamline their audience-targeting efforts across a wider programmatic landscape by working with the audiences of Vistar Media and Eyeota. With the help of this agreement, advertisers will be able to reach their target audience more successfully and get the most out of their DOOH investment with a comprehensive omnichannel digital marketing experience.
Insightful targeting options
Advertisers can obtain insightful and actionable targeting options by utilizing Eyeota’s vast audience data, spanning over 30 verticals and seasonal events, with Vistar DSP. By matching their DOOH campaigns to interest-based segments, behavioral ownership, employment, or demographics, advertisers can better target their messaging and reach the right audiences at the right moment.
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With the help of this collaboration, programmatic DOOH advertising has advanced significantly, enabling advertisers to easily activate Eyeota audience segments within the Vistar DSP. Eyeota and Vistar Media are at the forefront of the industry’s adoption of audience targeting strategies, allowing advertisers to harness the power of data-driven insights and produce more impactful and effective DOOH campaigns.
Here’s what they said
Trent Lloyd, head of APAC at Eyeota, said,
“Brands can now easily streamline audience targeting efforts, delivering personalised messages aligned with specific demographics and behaviours. It’s truly a game changer for advertisers to make the most out of their DOOH ads and drive engagement with the right customers in today’s fast-changing world of outdoor digital advertising.”
Ben Baker, Vistar’s APAC managing director, stated,
“We are thrilled to partner with Eyeota to provide our clients with best-in-class audience data for their DOOH campaigns. With Eyeota’s comprehensive audience targeting capabilities, advertisers can now optimise their programmatic DOOH campaigns, driving greater engagement and ensuring their messages resonate with their intended audiences.”
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BrandSpace Enhances Screen Network for Programmatic Brilliance
BrandSpace, Scentre Group’s internal media and advertising business has improved its unique screen network product suite to fulfill consumer demand. The improvement of its programmatic offering is the primary goal of this endeavor. The platform has further empowered 100 percent of Scentre Group’s Digital Out of Home (DOOH) Network.
BrandSpace Screens for programmatic transactions
This comprehensive countrywide overhaul of its digital screen network is what has allowed for this creativity and expansion. Modern technology is now available on all 1,600 Australian network screens. Furthermore, they will also provide a fully digital, full-motion presentation to capture the interest of the Westfield audience.
The programmatic offering has improved with the most recent addition of 40 Large Format Super Screens. Additionally, it offers unique solutions for retail OOH ad impact in the most fruitful areas to drive attention and recall metrics. The capacity to provide large-format marketing impact through 20-second full-motion creative executions is paired with this.
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MOVE 1.5 integration
Scentre Group’s BrandSpace uses MOVE 1.5 as part of its dedication to industry best practices. MOVE 1.5 is OMA’s upgraded audience measurement system aimed at improving the alignment and consistency of Digital Out of Home, whether it is traded programmatically or directly. Partners have praised the inclusion of MOVE 1.5 as the data source for the impression multiplier in the market offering. BrandSpace’s newly created Digital Sales and Programmatic team is leading these developments. Their mandate is to provide all partners with digital growth solutions.
Here’s what they said
General manager, of BrandSpace, Scott Moore said,
For many years our partners have valued the impact and scale of our SuperScreens. Now that our entire network can be accessed programmatically, even more brands can connect with the Westfield customer, with full motion content in the premium Westfield environment. Now having Australia’s leading Retail Out of Home offer 100 per cent on programmatic makes it a powerful and simple proposition.
Recently appointed BrandSpace, national digital sales manager, Burzin Mehta said:
This evolved offering is in response to requests to make accessing our network of SmartScreens and SuperScreens easier and more impactful. By adopting enhanced industry standards, we are empowering our partners to make more informed decisions, whilst confidently demonstrating the impact and value we know our premium environments can achieve.
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Quotient Enhances DOOH Targeting with Brand Safety Capability
Quotient, a primary provider of digital promotions and media technologies has launched Brand Safety, a novel functionality within Quotient’s Digital Out-Of-Home (DOOH) platform. It empowers advertisers to successfully make sure their inventory is close to attractions, establishments, or companies that support their brand and message. With its unprecedented credibility and openness, this feature gives brands unrivalled power. It offers clients the reassurance that their DOOH adverts are displayed in secure and brand-safe settings. This development is able to dramatically increase the campaign’s efficacy by ensuring the integrity of its real-world promotions.
Quotient’s Brand Safety Feature
Historically, brands were hesitant to use DOOH advertising because it was difficult to implement well-known digital guidelines for campaign delivery and measurement. With Brand Safety from Quotient, brand marketers can design and execute highly targeted, successful DOOH campaigns. It can be used both independently and in conjunction with multichannel ad buys. This priceless feature increases not only the level of goodwill among brands and their customers but also the campaign’s overall effectiveness.
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What’s in it for brands and advertisers?
DOOH advertising includes digital commercials. They are seen on display in public places like grocery stores, clinics, gyms, and pubs. It has become a really powerful medium. According to Quotient, DOOH advertising is highly viewable, contextually significant, brand-safe, and close to the point of sale. As a result, it has evolved into an indispensable channel for advertisers looking to attract their target markets. Displaying brand content in excellent settings that work well against brand objectives is crucial. With this new feature, advertisers will have more control over the placement of their DOOH ads across all inventory types. Additionally, it guarantees the caliber and applicability of advertising and successfully amplifies the brand’s message for the specified target market.
DOOH Landscape
Thanks to social media, out-of-home (OOH) advertising is on the rise once again. With billboards making up more than a third of all ad spending, it is still largely a traditional media. Digital formats are thus gaining popularity, such as in-office video panels and electronic displays. Recent years have seen a significant expansion of the DOOH market, especially in terms of developments in programmatic activation and assessment. Insider Intelligence projects that US DOOH advertising will account for 36.2% of OOH ad sales this year and over 41% by 2026.
Here’s what they said
Norm Chait, RVP of DOOH at Quotient stated in the press release:
We are thrilled to announce the launch of Brand Safety, yet another testament to Quotient’s expertise and unwavering commitment to providing innovative tools to ad buyers across the customer journey. With this valuable addition to our technology platform, we can now confidently reach consumers in brand-safe environments, which can lead to more impactful results for our valued clients.
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