MediaPost Marketing Politics Sponsor Vistar Media

1. DOOH 2020:
Reaching Your Voters with
Precision Out-of-Home

2. Vistar Media is a programmatic technology company
revolutionizing how marketers approach digital out-of-home.

3. 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

4. OOH = more
than large-form
yard signs &
billboards
Let’s get the preconceived notions out of the way

5. • Airports
• ATMs
• Bars
• Billboards
• Casinos
• Casual Dining Restaurants
• Convenience Stores
• Doctor’s Offices
• Family Entertainment
• Gas Stations
• Gyms
• Liquor Stores
• Malls
• Movie Theaters
• Office Buildings
• QSR
• Retail
• Salons
• Schools
• Sports Entertainment
• Street Furniture
• Taxis
• Taxis | Rideshare
• Transit

6. LARGE FORMAT
via VIOOH
PLACE-BASED
POINT-OF-PURCHASE

7. Precision Targeting…
“Personalization at Scale”

8. 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.
HOW TO
TARGET THE
RIGHT
AUDIENCE
Just as the online world uses cookies
to target audiences on the websites
they visit, Vistar uses GPS based
location data
to understand how consumers
move throughout the day.

9. Voter Files
“I want to reach
Independents in my
key districts.”
Demographic
“I want to target
hispanic audience”
Behavioral
“I want to target
government officials”
Location Data Plus...

10. 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.

11. Voter File
Targeting
● Target your specific voter
audience as they move
throughout their day
● Privacy-compliant approach
to “1st-party data” lets you get
granular without concern

12. 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
Professionals (Factual)
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.
Environmentally-Conscious
Consumers (Factual)
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.

13. DAY OF
WEEK
GEO-TARGETINGTIME OF DAY POINT RADIUS
STANDARD TARGETING
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;
DMAs
certain distance around
a set of lat/longs such as polling
locations, universities, or speaking
engagements
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.

14. Media Reaction…
at the Speed of
Today’s Politics

15. X
Nimble Buying Strategy
Traditional OOH
operates on a 4-
week flight cycle
with high
minimum spend
requirements
Programmatic OOH
has NO strict spend
amounts & NO
minimum flight
lengths removing the
high bar to entry
Rapid turnaround
on campaign
setups lets you get
live in near real-
time

16. Candidate
“Surround
Sound”
Amplify impact of
rallies and candidate
appearances with pre-
and post-event local
messaging; adjust as
travel schedule
changes

17. Flexibility In A Changing Environment
● Take Control - Hands-on-keyboard options for closest alignment to your
team’s strategy
● Simple to swap creative assets to instantly promote the most relevant
messages
● Easily tailor specific creatives to different audiences or markets, without
complicated campaign setup requirements

18. Breaking News Reaction
Capitalize on every news cycle and campaign milestone with up-to-date
messaging

19. Extend & Amplify
Existing Media Strategies
“Omnichannel should
include OOH”

20. DOOH amplifies the impact of all
existing strategies...
PRESS RADIO TV ONLINE SOCIAL
SEARCH
Source: IPA Databank case studies 2004-2016 via Rapport
Uplift to business effects (%)
+11
%
+12
%
+21
%
+31
%
+56
%
+80%

21. Easily Extend
Video Assets
● 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
creatives

22. Get Out The Vote & Cause Advocacy

23. Sequential Messaging on Mobile
Target your
audience with
impactful messaging
across DOOH
Identify the device
IDs of those most
likely to have been
exposed to your
DOOH ads
Re-engage that
audience by
retargeting them on
their mobile devices

24. LET’S SUM IT UP:
WHY PROGRAMMATIC?
Leverage a one-stop shop
for all of your DOOH buys,
with streamlined activation,
reporting and billing
Avoid the high
minimum commitments
and flight requirements of
individual outdoor
publishers
Utilize the
same targeting
strategies across all
media channels
Ability to act quickly and
change with an ever
changing environment
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

25. Visit: www.vistarmedia.com | Contact: info@vistarmedia.com