Adrian J Cotterill, Editor-in-Chief
Vistar Media, the leading global provider of software for digital out-of-home has announced the launch of unified ad serving. This new solution marries traditional ad scheduling (also known as loop-based) and programmatic advertising in one, central platform.
Michael Provenzano, CEO and co-founder, Vistar Media told us “Vistar is redefining ‘the loop’ as we continue to advance DOOH into the next phase of technology-driven growth. When supplying OOH media inventory, many networks are forced to use siloed systems because legacy software platforms in our space simply do not provide the functionality needed for media owners as they embrace all revenue streams, whether direct or programmatic.”
Loop-based ad serving offers media owners control over when specific creatives will appear on their screens, while eliminating the complicated, manual scheduling work. These campaigns can be sold based on the share of the loop that they will occupy. Programmatic ad serving will allow media owners to run data-supported, impression-based campaigns. These campaigns are sold based on impressions, share of voice, or hourly frequency and may be run-of-network or more targeted. In either case, media owners can leverage Vistar’s powerful targeting options including geography, time of day, day of week, weather triggers, and audience.
Mike Schott, SVP, Media Sales at Volta said “The demands being asked of digital place-based providers like Volta only continue to grow and the need to manage and maximize revenue across different channels is becoming more important. Vistar provides us with an easy-to-use, centralized platform with the dynamic inventory management experience we need plus dual screen support allowing us to drive revenue optimization.”
More than 25 enterprise-scale DOOH networks currently rely on Vistar for ad serving technology, including, Zoom Media, Volta, Topgolf and Curb Taxi Media.
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