Marketers get access to Vistar Media’s top DOOH media marketplace with Basis Omnichannel DSP, which includes digital billboards, street furniture, transit, and place-based displays.
The leading global provider of cloud-based workflow automation and business intelligence software for marketing and advertising, Basis Technologies, today announced an integration with Vistar Media, the world’s largest programmatic digital out-of-home (DOOH) marketplace. The supply-side platform (SSP) of Vistar Media is now accessible through the Basis platform, giving marketers access to DOOH programmatic buying capabilities. This links customers to appealing digital signage from Lamar Advertising, Clear Channel Outdoor, GSTV, Topgolf, and many more, including billboards, street furniture, transit screens, and other place-based screens. Early this year, this feature was made accessible to a small number of customers.
It may be difficult to launch conventional out-of-home advertising since the marketer must first choose the venues where to place the ads, make sure the target audiences see them, and then negotiate individual vendor contracts. Additionally, DOOH campaigns are frequently planned in conjunction with other-channel advertising. Through its omnichannel demand-side platform (DSP), which is housed within media automation software and provides capabilities for all key components of campaigns, including buying on vendor-direct, search, and social, Basis provides users with DOOH advertising tools to utilise in conjunction with other digital channels and techniques.
“DashHound, our proprietary technology platform, has a clear competitive edge in the industry thanks to the use of Basis and Vistar for DOOH advertising. We can reach customers practically anywhere by extending the targeted audiences of our clients’ other channels into dynamic out-of-home media, according to Sok Verdery”, director of digital strategy at Comporium. “We can develop unified and effective advertising experiences that transcend siloed channels by seamlessly integrating data-driven insights and targeting capabilities. The strategic integration allows our clients to reach their audience wherever they are while maximising the efficacy of their advertising efforts.”
For its DOOH campaigns, Vistar Media gives advertisers sophisticated targeting options, including geographic (postal code, DMA, region, point of interest), contextual (venue type), and day/time-parting (certain time of day or day of the week) targeting. The following are some general advantages of Basis’ DOOH capabilities for advertisers and agencies:
- process optimisation for programmatic DOOH campaigns.
- built-in impression multiplier that takes into account the one-to-many nature of DOOH.
- targeting across all audiences and media platforms is known as omnichannel.
- comprehensive reporting to assess the value of DOOH in comparison to those of other channels, including CTV, direct, social, and search, as well as programmatically available media.
According to Marissa Bernstein, VP of Marketing at Vistar Media, “DOOH is poised for accelerated growth as audiences fragment and become much more reachable in on-the-go, real-world settings.” “Basis Technologies’ strategy of combining omnichannel programmatic advertising with other buying strategies gives marketers an additional way to streamline their requirements for DOOH advertising. Now, businesses affiliated with Basis may access Vistar’s enormous inventory network to increase the effectiveness and reach of their DOOH campaign.
According to Tyler Kelly, president of Basis Technologies, “industry projections show that programmatic DOOH advertising could surpass $1 billion by 2025, with video formats making up a significant portion of that spending and value.” “Vistar has been a pioneer in offering DOOH media accessible to advertisers at scale. Its main benefit has been the information it provides to media professionals on how DOOH may increase brand awareness and engagement.
Source : Global Newswire
