Adrian J Cotterill, Editor-in-Chief
With 35 consecutive quarters of growth, the meteoric rise of digital out-of-home advertising is set to continue in 2020 as the channel becomes more data-driven and easier to buy.
Vistar Media, the global leader in programmatic technology for DOOH, seems to be at the forefront of this growth, according to a usage analysis of its platform.
When comparing 2019 with the year prior, Vistar Media saw:
- Media owner networks available on the Vistar platform increase by 86%
- Unique brands buying through the platform increase by 55%
- The number of campaigns run through its platform up by 49%
- Overall programmatic OOH spend through the platform increase by 80%
Additionally, 75% of campaigns within Vistar Media’s platform utilized targeting or measurement capabilities in 2019 vs. 63% of campaigns in 2018, indicating advertisers’ growing desire to take advantage of such offerings.
Vistar Media currently has access to more than 250,000 screens globally, with that number set to significantly increase in 2020. This, in part, can be attributed to the surge of emerging “non-traditional” media owners looking to monetize both screens and audiences, such as vending machine and kiosk operators, entertainment and restaurant chains, ride-share companies and gym equipment manufacturers. With reduced hardware costs and turn-key programmatic selling technologies and processes, companies can more easily expand their revenue streams by offering a unique means for advertisers to connect with highly desirable audiences.
Michael Provenzano, co-founder and CEO, Vistar Media told us “Considering the ongoing scrutiny of ad practices on social and digital platforms, as well as highly-targeted political ads this election season, 2020 will be a critical turning point for brands to embrace DOOH. From point-of-sale and self-check out spaces to transit hubs and waiting rooms, digital signage can be found throughout various points of a consumer’s journey in the real world, creating the opportunity to deliver a brand message in a safe, relevant, meaningful and timely way. We expect this trend will only keep growing–and the ad dollars will follow.”
Leslie Lee, vice president, marketing, Vistar Media said “Screens are becoming an integral part of a holistic marketing strategy in today’s connected world that demands immersive experiences. When adding programmatic, targeting and measurement capabilities to these screens (akin to television and digital buying), DOOH is an even more exciting option for media owners and advertisers.”
In 2019 in the US, Vistar Media signed 45+ new MSA agreements with leading buying groups in the United States, including Kinetic, Outdoor Media Group / Omnicom Media Group, and News America Marketing. Vistar also announced direct integrations with Adelphic, Amobee, MediaMath and Verizon Media, bringing digital out-of-home into true omnichannel marketing strategies. In 2019, Vistar also added several direct integrations and partnerships that further expanded its programmatic and data capabilities in the US.
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