Vistar Media today announced a partnership with GroupM and Kinetic as a preferred platform for digital outdoor media investment in the UK, delivering technology for data-driven campaigns.
With automated, performance-based targeting and data-driven trading driving growth in digital out of home (OOH), GroupM, the world-leading media investment group, and Kinetic, the world’s largest planner and digital innovator of OOH advertising, will be utilising Vistar Media’s technology to deliver cutting-edge campaign execution capabilities which enable real-time decisioning. GroupM will be using Vistar’s demand-side platform (DSP) to purchase digital outdoor media programmatically, delivering campaigns where and when a brand’s intended audience is most likely to be.
“With the rapid digitisation of assets, advancements in automation and shift to digital spend, the UK OOH market is primed for the next phase of growth, fueled by programmatic technology,” said Dominic Dunne, Managing Director, EMEA, Vistar Media. “We’re thrilled to partner with market leaders such as GroupM to further integrate DOOH into omnichannel strategies and provide the sophisticated, data-driven capabilities marketers demand.”
“At GroupM, we pride ourselves on leading market innovation and delivering the best results for clients and we are thrilled to partner with Vistar Media who can work with us to supply world-class digital OOH campaigns,” said Stuart Hall, Managing Partner, GroupM UK. “The team at MediaCom, led by OOH Investment Director Arran Javed, have already seen some great results by leveraging WeatherFX data to adapt campaigns based on weather conditions, giving one high street retailer the option to switch creative from sun care products on one warm sunny day, and then to allergy medication on another day with a very high pollen count.”
“We believe Vistar fulfills the best technical requirements to deliver the advanced DOOH offering which we have been actively trialling in the market in last 18 months,” said Paula Fernandez, Kinetic Global Head of Data and Technology. “The complementary capabilities of this growing medium provide significant value to our clients, as we make performance DOOH campaigns more flexible and contextually relevant.”
Vistar is a pioneer in the growing out-of-home (OOH) media ecosystem, working with a world-class stable of brands and agencies on custom solutions to help marketers reach in-market consumers where they have the highest propensity to be throughout the day through OOH media. Vistar is proud to partner with the leading media owner networks in the UK, including Executive Channel Network, JCDecaux (via VIOOH), Limited Space, Top Golf and Zoom Media, with further integrations expected in Q3.
GroupM is the world’s leading media investment company responsible for more than $45B in annual media investment through agencies including Mindshare, MediaCom, Wavemaker, Essence and m/SIX, as well as the outcomes-driven programmatic audience company, Xaxis. GroupM creates competitive advantage for advertisers via its worldwide organization of media experts who deliver powerful insights on consumers and media platforms, trading expertise, market-leading brand-safe media, technology solutions, addressable TV, content, sports and more.
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Kinetic is the leading agency in helping brands connect with, and activate, their audiences while they are on the move. The world’s largest planner and digital innovator of Out-of-Home (OOH) advertising, Kinetic understands the customer’s physical journey better than anyone. With dynamic data and technology, we turn that journey into an Active Journey, driving people to take action in context. Whether it is through mobile and social, location-based experiences or in-transit, Kinetic is committed to pioneering new ways to make OOH interactive and amplifiable – driving efficiency and measurable transactions between brands, audiences and peers.
About Vistar Media
Vistar Media is a geospatial technology company bridging the space between advertising ecosystems and consumer movement patterns. Founded in 2012, Vistar created the first and only universal marketplace for out-of-home media, building a programmatic platform that has been widely adopted by buyers and sellers. Vistar provides marketers with unprecedented access to consumers at the right place and right time, through a data agnostic system for analyzing consumer movement patterns and activating cross-screen mobile and out-of-home media. For more information, visit www.vistarmedia.com.