With a lot of hype and much inaccuracy in the detail, Vistar Media this week announced the release of a free, web-based media planning software which they say will simplify the out-of-home planning process for buyers.
This software includes data on all static and digital inventory available in the United States across place-based, transit, and outdoor media.
Michael Provenzano, CEO & Co-Founder of Vistar Media said “The majority of the industry knows Vistar for building the bridge between digital media buyers and out-of-home media owners. We are excited to continue adding value in the out-of-home ecosystem by giving existing buyers of out-of-home the most advanced mapping software in this industry at no cost.”
The software enables buyers to ask spatial questions nationwide and quickly visualize out-of-home media.
Ryan Laul, President, Outdoor Media Group said “Vistar’s planning software will allow the Out-of-Home industry to tap into the plethora of data that exists and overlay it with the geo-location data of OOH media to develop key insights during the planning process”.
He added “Never before, has the industry had access to a centralized source of data across the spectrum of OOH providing this type of utility at no cost” conveniently forgetting the Online Planning Tool that Ayuda Media Systems developed for the DPAA back in 2010 and that AdStruc and DoMedia have been doing this for years!
Whilst AdStruc is free for sellers, but buyers pay and DoMedia is free for buyers, but sellers pay what Vistar is claiming is NOT new (in anyway).
Seemingly, every month, a new ‘DOOH buying tool’ is announced or pops up. In the language of ad tech, these buying tools are called ‘Demand Side Platforms’ or DSPs. DSPs can buy inventory from multiple media sellers all at once, usually through an exchange that consolidates inventory (see some of the ‘new’ players here**).
And whilst we talk of new, let’s take a moment to reflect on those who didn’t make it – companies that tried to build a business as OOH DSPs – SeeSaw, Adcentricity, etc.
And finally, whilst it is claimed that beta testers of Vistar’s planning tool have reduced their planning times from days to minutes (not hard to believe in actual fact) let’s NOT pretend that planning and buying platforms are in anyway new.
The “never before” language is definitely without merit.
For more information about Vistar’s free mapping software, please contact
** Some of the ‘new’ players