Software
Vistar Media expands inventory measurement capability
June 15, 2021
Vistar Media, an end-to-end DOOH programmatic platform, can now measure moving inventory, including taxi and rideshare tops as well as non-moving OOH media types in the U.S.
The capability comes as an increasing number of taxi and rideshare top media owners are deploying DOOH screens and will now allow measurement of this moving inventory in the same approach as measuring holistic DOOH campaigns, according to a press release.
Brands can take advantage of this new solution with taxi and rideshare top inventory from Curb, Firefly and Lyft via Vistar Media.
"The beauty of programmatic has always been the ability to reach consumers when and where they are out in the world," Michael Provenzano, CEO and co-founder at Vistar Media, said in the release. "This new capability not only allows brands to take advantage of the variety of venue types available, but also fully understand the effectiveness of their campaigns for each of the DOOH inventory types and as a collective buy."
It's already in play with FOX and agency Rapport LA, which have leveraged Vistar's technology to promote the series The Masked Dancer across taxi tops and an array of other outdoor venue types including billboards, gas stations, and urban panels.
Using a data-driven targeting approach, FOX activated a custom 'TV viewership audience' based on consumers who watch reality and game shows, as well as competitive networks.
In measuring the impact of the DOOH campaign on consumer attitudes and tune-in intent, Vistar's Brand Lift Study revealed an 8% lift in awareness, 12% lift in consideration, and 11% increase in tune-in intent.
"The ease with which we were able to measure the entire DOOH campaign in one place allowed us to really lean into the benefits of DOOH, execute an impactful campaign, and ultimately assess the media's impact on real-world attitudes and behaviors," Melissa Christensen, group director at Rapport LA, said in the release.
