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Media companies band together to provide targeted DOOH

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November 2, 2021

Comscore, a digital business analytics and audience measurement company, has signed an agreement with Vistar Media, a provider of programmatic technology for DOOH advertising to provide cross-platform media to targeted audiences, according to a company press release.

The growth in programmatic DOOH means advertisers are seeking audience insights that can drive greater campaign impact. By leveraging Comscore audiences, Vistar will help expedite the growth and cross-over of DOOH into omnichannel programmatic buying. Vistar will offer buyers targeting based on Comscore audiences used across media channels, such as "Sports" and "Reality" TV genres or "Cord Cutters."

"We are excited to partner with Comscore to provide their industry-leading audience segments to buyers for DOOH campaigns, allowing marketers to extend their preferred data strategies into the physical world," Laura Kasakoff, data partnerships director at Vistar Media, said in the release. "With our new partnership, buyers have access to more granular consumer behaviors that have traditionally not been available for DOOH targeting."

The program, Comscore Audience Activation, offers programmatic audience segments powered by Comscore's data assets for digital, mobile, CTV, podcasts and DOOH campaigns. Comscore Audience Activation uses demographics, cross-platform TV viewership, streaming behaviors, and personas to bring key messages in front of targeted audiences.

"We are excited to partner with Vistar Media to bring Comscore's best-in-class audiences to DOOH targeting," Jess Trainor, VP, ad platforms, Comscore, said in the release. "At a time when digital out-of-home continues to grow in importance to advertisers, Vistar's leadership in DOOH programmatic paves the way for continued growth and innovation within the DOOH space."

The goal is to make all Comscore audiences DOOH-accessible to ensure advertisers have the ability to use the same audience targeting across all channels.

Comscore has also been focusing on delivering the next generation of DOOH measurement, according to the release. Comscore is developing solutions to measure traditional outdoor platforms such as roadside billboards, street furniture, and place-based advertising that are designed to reach consumers in retail spaces, business and medical offices, colleges, entertainment venues, transportation hubs, cinema and more.

Comscore, founded in 1999, is based in Reston, Virginia. Vistar was founded in 2012 and is headquartered in New York City.