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Vistar Media's DOOH campaign helps Ad Council increase vaccination numbers

Photo: iStock

March 30, 2022

Vistar Media, a producer of programmatic technology for digital out-of-home, found success with its DOOH campaign for the Ad Council's "It's Up To You" COVID-19 vaccination education drive, according to a company press release.

The campaign saw a 6% lift in intent to get vaccinated and a 22% lift in consideration of seeking out information about COVID-19 vaccines within the next month.

The Ad Council also saw a 64% increase in consumer awareness of the DOOH campaign messaging, and intent to get vaccinated among those with very high vaccine hesitancy rose by 29%, according to the release.

The campaign ran in late 2021 and was placed in target zip codes based on very high, high, and medium vaccine hesitancy across a variety of DOOH venues categories: entertainment, outdoor, retail, transit and others such as schools, gyms, salons, offices, and apartment buildings.

"Given this campaign had such a heavy geotargeting element, being able to extend our reach in key areas using Vistar's digital OOH platform was instrumental to the success of this campaign and encouraging people to seek more information about the COVID-19 vaccine." Liz DeAngelis VP, Vistar Media, said in the release.

Additional campaign results include:

• An increase of consideration among consumers with vaccine hesitancy.
• Nearly 3 in 5 consumers in the exposed group were likely to recommend getting vaccinated against COVID-19 to a friend or family member.

"Out-of-home is a media that is uniquely part of our communities and our daily lives out in the physical world, making it an ideal medium to deliver the critical call for everyone to get vaccinated," Dave Rivera, head of channel partnerships at Vistar Media, said in the release. "Coupled with the programmatic capabilities OOH has to offer, the Ad Council was able to focus their campaign on the communities with highest vaccine hesitancy and activate compelling messaging seamlessly across a huge array of venues, effectively influencing toward higher vaccine adoption."

Vistar was founded in 2012 and is headquartered in New York City.