Singapore – Out-of-home (OOH) technology solutions provider Vistar Media has identified Southeast Asia (SEA) as a key growth market following significant investment from both advertisers and media owners across the region.

As advertisers across travel, CPG, retail, finance, tech, entertainment and more industries continue to recognise the value of programmatic digital out-of-home (DOOH) solutions, brands are increasingly testing and leveraging the channel for their marketing efforts both at home and in new regional markets.

Advertisers using Vistar Media’s marketplace in SEA have increased by 120% over the last 12 months with no signs of slowing down. This proves media investment in the channel across brands and agencies is growing tremendously – signalling a rise in confidence in programmatic DOOH as a trusted, must-have medium in an omnichannel media mix. 

As a result, Vistar Media’s team in SEA grew fivefold as it continues to expand its on-the-ground resources and presence in Singapore, with imminent plans to expand team operations into Thailand this year.

Talking about this growth, Ben Baker, managing director for Vistar Media APAC, explained, “The advertising market in Southeast Asia is booming, and with a greater understanding of OOH as a channel, regional and global advertisers can seamlessly tap into a new, fresh way to reach their target audiences. DOOH specifically enables brands to take a data-driven, personalised approach with campaigns, ensuring they’re delivering relevant messaging to the people that matter most to them, at the exact right moment.

Meanwhile, Franck Vidal, director of Southeast Asia sales & partnerships at Vistar Media, highlighted, “We have been fortunate to strengthen partnerships with new leading and innovative media owners in the region including Mediacorp in Singapore, Big Tree and Brandavision in Malaysia, UpMedia and Plan B Media in Thailand, Pitchworks and ONGO SMART ADVERTISING in the Philippines, and Interads and Stickearn in Indonesia, among others.”

“These partnerships have been vital to ensuring that advertisers activating campaigns on Vistar’s DSP and DSP Partners are able to reach critical audiences across premium digital inventory around the world,” he added.