Vistar Media is a programmatic technology company revolutionizing how advertisers approach OOH. Vistar sits on all sides of the ecosystem as both a buy and sell side platform infusing buys with data automation and measurement
Advertising for political campaigns is not something new, but as you can see above there is a definite split between the MASS media and more precision strategies with little focus on how OOH can move the needle to make an impact
So first let’s clear up any preconceived notions
Digital out-of-home is more than just billboards. If you take a look at the slide here, you will see many of the different environments where Vistar’s inventory can be found, such as in malls, doctor’s offices, schools, taxis, office buildings, and more.
Vistar has access to over 200K screens in over 210 markets — helping brands intersect the consumer journey as people move throughout the day.
Most commonly, people associate OOH with large-format screens, such as billboards and street-level transit. See some of our inventory partners above.
Other targeting parameters that can be easily layered on in planning include contextual venues, time of day, day of week, geo-parameters (such as zip code or DMA), and proximity targeting.
OOH is not a stand alone, it works in tandem with all of your other channels to get your message out
All from AdCouncil Campaigns
MediaPost Marketing Politics Sponsor Vistar Media
Reaching Your Voters with
Vistar Media is a programmatic technology company
revolutionizing how marketers approach digital out-of-home.
What’s missing from your campaign?
Political ad spend is divided between mass reach or precision strategies, concentrated on core media with few
dollars devoted to OOH to drive impact
OOH = more
yard signs &
Let’s get the preconceived notions out of the way
“Personalization at Scale”
HOW VISTAR WORKS
Out-of-home is a mass medium focused on reaching groups of people.
Vistar’s solution leverages GPS data, the best available source of non-PII data,
at the aggregate level to analyze consumer movement patterns.
to target audiences on the websites
they visit, Vistar uses GPS based
to understand how consumers
move throughout the day.
“I want to reach
Independents in my
“I want to target
“I want to target
Location Data Plus...
ACTIVATING AGAINST AUDIENCES
Based on habitual patterns over time,
Vistar’s technology is able to analyze the
specific times and areas an audience has
the highest propensity to be — and identifies
all of the DOOH screens that over-index
for that target.
Vistar will then programmatically bid on the
inventory that fits your desired criteria and
serve an ad.
● Target your specific voter
audience as they move
throughout their day
● Privacy-compliant approach
to “1st-party data” lets you get
granular without concern
Behavioral / Demographic
Leverage 3rd-party data from trusted sources to reach specific audiences
with tailored messaging
Hispanic Adults (Factual)
Residents of the top 100 highest indexing zip
codes for Hispanic residents. Factual identifies
geographic information on users’ homes by
seeing what place they consistently spend
evenings and nights.
Capitol Hill and Washington DC
Users who visit key locations that policy
makers and influencers frequent to generate
awareness on behalf of the client. Locations
include Capitol Hill, Washington DC,
Federal Triangle area, Senate Buildings,
Congressional buildings, etc.
Users visiting locations aligned with
green lifestyle, conservationist-minded
consumers. Locations include vegan
and organic restaurants, electric vehicle
charging stations, recycling centers
and national parks.
GEO-TARGETINGTIME OF DAY POINT RADIUS
Vistar’s programmatic technology brings the ease of targeting into
out-of-home — enabling marketers to readily apply consistent strategies across all channels.
by hour by day congressional
districts, zip codes;
certain distance around
a set of lat/longs such as polling
locations, universities, or speaking
Unique to Out-of-Home:
Buyers can precisely reach their intended audiences by targeting specific
contextually-relevant venue types, such as gyms, malls, office buildings or doctor’s offices.
at the Speed of
Nimble Buying Strategy
operates on a 4-
week flight cycle
has NO strict spend
amounts & NO
lengths removing the
high bar to entry
setups lets you get
live in near real-
Amplify impact of
rallies and candidate
appearances with pre-
and post-event local
messaging; adjust as
Flexibility In A Changing Environment
● Take Control - Hands-on-keyboard options for closest alignment to your
● Simple to swap creative assets to instantly promote the most relevant
● Easily tailor specific creatives to different audiences or markets, without
complicated campaign setup requirements
Breaking News Reaction
Capitalize on every news cycle and campaign milestone with up-to-date
Extend & Amplify
Existing Media Strategies
DOOH amplifies the impact of all
PRESS RADIO TV ONLINE SOCIAL
Source: IPA Databank case studies 2004-2016 via Rapport
Uplift to business effects (%)
● The majority of digital out-of-
home inventory today accepts
:15 or :30 sec video creatives
● Whether broadcast TV spots
or digital video assets, no
need to invest in tailor-made
Sequential Messaging on Mobile
Identify the device
IDs of those most
likely to have been
exposed to your
retargeting them on
their mobile devices
LET’S SUM IT UP:
Leverage a one-stop shop
for all of your DOOH buys,
with streamlined activation,
reporting and billing
Avoid the high
and flight requirements of
strategies across all
Ability to act quickly and
change with an ever
Programmatic technology for DOOH allows buyers to make more efficient and strategic out-of-home
media buys — enabling marketers to easily integrate DOOH into their omni-channel marketing strategies