Australia – Eyeota, a Dun & Bradstreet company and a global data source for digital marketing, has announced a partnership with Vistar Media, a global provider of programmatic technology for digital out-of-home (DOOH). Buyers using the Vistar DSP will be able to use Eyeota audience data to create and target DOOH campaigns, increasing outreach and maximising media investments.
Advertisers may now improve campaign targeting across Vistar’s extensive network of outdoor digital inventory by integrating Eyeota audience segmentation into the Vistar DSP. This includes bus stops, airports, street furniture, billboards, and a host of other venues that allow advertisers to connect with consumers several times during their everyday lives.
Marketers working with Vistar Media and Eyeota audiences now have the opportunity to expand their audience-targeting efforts into a broader programmatic environment. Through this agreement, advertisers can effectively reach their target audience and maximise their DOOH investment through a holistic omnichannel digital marketing experience.
With the Vistar DSP, advertisers may leverage Eyeota’s vast audience data, which covers more than 30 verticals and seasonal events, to obtain insightful and practical targeting choices. By doing this, advertisers may align their DOOH campaigns with specific ownership, interest-based, behavioural, demographic, or employment sectors. This allows them to target the right audience with relevant messages at the right time.
As the industry increasingly adopts audience targeting strategies, Eyeota and Vistar Media lead the way, enabling advertisers to capitalise on the potency of data-driven insights and execute more effective and impactful DOOH campaigns. This partnership represents a significant milestone in the evolution of programmatic DOOH advertising, allowing advertisers to seamlessly activate Eyeota audience segments within the Vistar DSP.
Speaking about the partnership, Trent Lloyd, head of APAC at Eyeota, said, “Brands can now easily streamline audience targeting efforts, delivering personalised messages aligned with specific demographics and behaviours. It’s truly a game changer for advertisers to make the most out of their DOOH ads and drive engagement with the right customers in today’s fast-changing world of outdoor digital advertising.”
Meanwhile, Ben Baker, Vistar’s APAC managing director, expressed, “We are thrilled to partner with Eyeota to provide our clients with best-in-class audience data for their DOOH campaigns. With Eyeota’s comprehensive audience targeting capabilities, advertisers can now optimise their programmatic DOOH campaigns, driving greater engagement and ensuring their messages resonate with their intended audiences.”
