Vistar Media Surges in H1 2024 as OOH Market Continues Its Ascent
15 Agosto 2024 - 8:17AM
Vistar Media, the leading global provider of technology solutions
for out-of-home (OOH) media, today announced significant U.S.
growth and momentum in the first half of 2024 across several key
metrics – most notably a 77% year-over-year jump in campaign
billings. This growth performance indicates clients' significant
investment in OOH as an impactful marketing channel.
Vistar’s record H1 is a strong testament to the growth of OOH
and DOOH in 2024. According to OAAA, OOH advertising revenue
increased 6.8% to $1.94 billion in the first quarter of 2024,
marking the highest first-quarter volume in OOH history.
In that time period, Vistar also surpassed several YoY
performance metrics including number of campaigns, new supply and
demand partners, and company headcount. Vistar also announced major
milestones and proprietary research, and was recognized in notable
industry awards, demonstrating its continued leadership across OOH
advertising.
"Vistar’s growth in the first half of 2024 exemplifies the value
our technology brings to both advertisers and media owners, in
addition to the overall growing interest and capabilities in OOH,"
said Lucy Markowitz, SVP, GM US Marketplace at Vistar Media. “As
agencies and brands lean in, campaigns across programmatic OOH are
becoming more targeted, creative & eye-catching, and most
importantly, are driving real results at both a brand and
performance level. Automation has now become table-stakes and
clients are truly running more impactful campaigns that encourage
future investment in the channel, fostering a whole new group of
advocates across the media and advertising landscape.”
Key U.S. highlights & findings from Vistar Media’s
H1 2024 performance include:
- A significant surge in overall
campaign billings by 77% YoY, which was
accompanied by a 31% YoY increase in new
advertisers running digital out-of-home (DOOH) campaigns with
Vistar (indicating a growing interest among brands in exploring and
testing this channel).
- More specifically, top spending advertiser categories included
telecommunications, finance, consumer packaged goods, retail,
technology, travel and entertainment, among others.
- An emphasis on personalization at scale, including more than
60% of campaigns leveraging data for targeting and
activation, in addition to an uptick in advertisers utilizing
dynamic creative.
- The inclusion of audience and point-of-interest (POI) targeting
in campaigns achieved an 11.19% conversion rate
(vs. 6.30% without)*.
- A remarkable 68% increase in its supply-side
platform (SSP) client base brought the total to over 120 media
owner partners and more than 730,000 DOOH screens.
- The onboarding of 32 new ad serving customers, including
NextGrad and Starlite Media, representing an 89%
increase from H2 2023.
- The addition of PulsePoint, Blis, HarmonyAds and Pelmorex as
strategic third-party demand-side platform (DSP) partners.
- Company headcount increase of nearly 16% YoY
to provide the necessary staffing to support the channel’s
growth.
- Recognition as an AdExchanger Programmatic Power Player, and
being awarded Gold (client: Travel Texas) and nominated as a
finalist (client: JCPenney) in The Drum Awards for Marketing
Americas.
Vistar also celebrated several company announcements in H1 2024.
This included Vistar’s acquisition of ADstruc, a traditional OOH
planning and buying software, from PJX Media; the launch of its
global DSP to streamline cross-country DOOH buying; and a
significant company rebrand.
According to recent eMarketer reports, programmatic DOOH is
expected to surpass a quarter of DOOH ad spending this year, with
over $1 billion transacted through programmatic channels by next
year. This trend is bolstered by innovations in 3D, anamorphic,
AR/VR components and the rise of retail media networks leveraging
programmatic OOH.
For more information and to learn more about how to activate
programmatic DOOH campaigns in H2 and beyond, reach out to Vistar
Media today.
*Foursquare & Vistar Media 2024 analysis
About Vistar Media:Vistar Media is the home of
out-of-home – providing brands, marketers and media owners with the
world’s first truly intelligent platform for buying and selling
OOH. Vistar hosts the world’s most extensive digital out-of-home
inventory globally, offering the scale, data and expertise that
allow brands to capture a better kind of attention. With a full
suite of platforms to choose from – demand-side platform,
supply-side platform, ad server and Cortex CMS system – Vistar has
built the world’s largest marketplace for OOH transactions.
Headquartered in New York, Vistar has a presence in more than 20
countries, working with hundreds of brand marketers and media owner
networks to power an OOH that’s both timeless and future-proof. For
more information, visit www.vistarmedia.com or follow us on
LinkedIn and Facebook.
Media Contact: Kyle KuhnelBroadsheet
Communicationskyle@broadsheetcomms.com