Vistar Media expands programmatic capabilities in APAC region

Global provider of software for digital signage Vistar Media has launched full programmatic capabilities in Indonesia, Malaysia, the Philippines and Hong Kong. This expands the company's footprint in the APAC region from Australia, New Zealand and Singapore.

The Vistar demand-side platform (DSP) is a global source of programmatic demand transactions for digital out-of-home (DOOH). Advertisers and agencies across Southeast Asia can now leverage the Vistar DSP to plan, buy and measure data-driven out-of-home (OOH) campaigns via both the open exchange and private marketplace deals.

Features available at launch include reach & frequency planning; audience targeting including Foursquare segments such as auto-purchasers, affluent individuals and QSR categories; device ID-passback capabilities for retargeting consumers exposed to OOH on other media channels; advanced visualisation tools for planning and reporting; time of day, day of week and geographic targetting; creative format controls and trigger-based targetting.

Global brands and agencies already rely on the Vistar DSP to execute advanced DOOH campaigns. Extending this platform across Southeast Asia aligns with growing demand from buying groups for sophisticated data-driven capabilities.

Supporting the growth of the overall marketplace, Vistar's supply-side platform enables media owners to easily connect their inventory to programmatic demand. Vistar Media has already secured partnerships with many of the region's digital signage operators, including Asiaray, Globaltronics, 8Infini, JCDecaux via VIOOH, Laguna Media, Lantern Media, NYXSYS, Powerscreen, Sky Blue Media, Seni Jeya, Stickearn, Summit Outdoor, United Neon, Wow Media, and several others expected to go live within the quarter.

"Programmatic OOH is no longer a buzzword – it is a necessity," said Colleen Thomas, associate director of regional media partnerships & investments at Havas Media Asia Pacific. "Increased transparency and control over OOH investments has been a priority for Havas and our clients in APAC. Vistar provides us with the best tech stack to deliver data-led, optimised and measurable OOH planning for our clients."

"The DOOH landscape in Southeast Asia is evolving rapidly, and programmatic offers buyers the opportunity to seamlessly access the full marketplace with data-led campaign strategies," said Franck Vidal, director of Southeast Asia sales and partnerships at Vistar Media.

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