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Vistar Media teams with Mira to measure DOOH effectiveness

March 21, 2022

Vistar Media, a provider of programmatic technology for digital out-of-home, is partnering with Mira, a location intelligence and attribution provider for OOH recently acquired by Reveal Mobile, according to a company press release.

As a result of the partnership, marketers can measure the effectiveness of their programmatic DOOH campaigns via Vistar across a variety of online KPIs after campaign exposure, including: web conversions and behaviors, app downloads and in-app actions, such as the lift in in-app activity or orders.

"Our partnership with the Reveal Mobile team provides us with yet another robust capability for brands to understand the impact of their DOOH campaigns in driving key business objectives and allows us to more effectively connect OOH to lower-funnel digital metrics and offers a more holistic view into campaign metrics for brands," Lauren Lawhead, senior analytics manager at Vistar Media, said in the release.

Landing, alongside agency Hunterblu, recently executed a programmatic OOH campaign with Vistar Media, in partnership with Mira and Reveal Mobile, to increase awareness, consideration, purchase intent and recommendation of Landing as a challenger brand in the apartment rental space. The campaign ran in key U.S. markets across a variety of indoor and outdoor DOOH venue types, including billboards, airports, gyms, malls, office buildings, sports entertainment centers and urban panels.

Mira's study revealed consumers exposed to the Landing campaign were 303% more likely to take a web action versus those who were not exposed to the DOOH media.

"Having visibility into consumers' online behaviors and decisions as a result of OOH campaign exposure is imperative for us as we work with brands to create impactful campaigns," Jessica Blumberg, president at Hunterblu, said in the release. "For Landing, we were not only looking for a medium that could help us meet our campaign objectives, but a partner that could provide the strategic guidance and measurement capabilities necessary to understand resulting online activity and conversions, which was fully achieved with Vistar Media and Reveal. This campaign and its corresponding study helps us to pave the way for future OOH campaigns, providing both our clients and us a greater comfort level in knowing ad dollars are being spent in an effective manner."