Display Technology

Partnership expands programmatic DOOH opportunities

Provided

October 22, 2021

Velocity, which provides IT managed services through network management, voice and data connectivity, along with digital media displays and advertising networks, has partnered with Vistar Media, a global provider of programmatic DOOH media, according to a company press release.

Through the partnership, Velocity's nationwide digital signage assets will be accessible to advertisers through Vistar's SSP, either on the open exchange or through private marketplace deals.

Vistar offers a programmatic ecosystem for DOOH that includes a demand-side platform, supply-side platform, and data management platform, integrated to enable automated and measurable DOOH transactions. Vistar's SSP is connected to an omnichannel demand-side platform.

"This partnership with Vistar significantly increases Velocity's customer base and broadens Vistar's market access. Agencies are looking for ease of buying and flexible buying opportunities that programmatic systems allow. We are happy to expand their options with Velocity's impressive portfolio that spans many high-impact media markets," Greg Kiley, chairman and CEO of Velocity, said in the release.

With Velocity's DOOH opportunities, Vistar customers will have access to:

• Grocery network: 170 screens in upscale Manhattan grocery stores at checkout.
• Hospitality network: 570 screens at lobby/check-in area.
• Movie theaters: 400 screens in the lobby and other high-traffic areas.

"Our goal is to bring compelling inventory to buyers in a streamlined marketplace where sophisticated data strategies can be applied to engage consumers in the physical world," Eric Lamb, SVP of Supply, Vistar Media, said in the release. "Velocity's screens in key locations where consumers relax, shop and take care of essential needs provide excellent opportunities for brand marketers to weave their messaging into these impactful contexts."

Velocity has expanded its DOOH presence over the past year, establishing a network that targets consumers where they shop, play, commute, and stay. The previously announced acquisitions of Impax Media and Vision Media and partnership with G6 Hospitality, the parent company of Motel 6 and Studio 6 brands, expand Velocity's digital signage inventory accessible through Vistar's SSP to include over 1,000 screens in the grocery, cinema, and hospitality sectors, with further expansion planned in 2022.

Founded in 2005, Velocity is a privately-held company headquartered in Holland, Ohio, with more than 500 employees. Vistar Media, based in New York City, was founded in 2011.