A popular casual dining restaurant reached out to Vistar to execute a campaign across digital out-of-home and mobile media. Measurement results proved that this cross-screen campaign successfully grew awareness, brand preference, visit intent, and foot traffic.
If you’re considering DOOH for your next marketing initiative, here are 5 must-read articles to catch you up to speed.
Vistar was enlisted to help Timberland increase visits to their retail locations with digital out-of-home media. Timberland wanted to reach a specific audience segment in strategic locations as they moved throughout their day, so DOOH was the best fit for their campaign goals. By the end of the campaign, awareness, consideration, purchase intent, and foot traffic all experienced a significant lift as a result of both weather-triggered and non-weather-triggered DOOH.
The brand had positioned themselves as leaders in the market of apparel designed for “the modern trail” and identified their target audience as outdoor lifestylers. To execute the campaign, Vistar first had to determine who was a part of the outdoor lifestyler audience. Vistar identified and analyzed devices that visited outdoor recreation areas, trendy restaurants, and other similar retailers through the use of passive location data. Once this audience was defined, Vistar analyzed their movement patterns and activated DOOH based on where these consumers would most likely be throughout the day.
One unique aspect of this campaign was the use of weather triggering. Vistar partnered with The Weather Company to leverage WEATHERfx to identify weather conditions that would affect consumer decisions in relation to Timberland apparel.
Weather-triggering was successful in reaching the target audience and driving foot traffic to Timberland stores. After exposure to rainy and snowy creatives - when the local weather conditions were met - the weather-triggered messaging drove a higher store visit rate than the always-on creative.
By the end of the campaign, DOOH had helped to drive a 2.8x lift in traffic to Timberland stores. Additionally, consumers exposed to the weather-triggered messaging were 57% more likely to visit than those exposed to the “always on” creative.
Recently, we sat down with Vistar's Director of Client Services, Marcela, to learn more about her role and experiences since joining the team.
Recently, a major banking institution opened a flagship branch and wanted to drive foot traffic to the new location. To help generate a buzz, the bank chose to work with Vistar Media in order to reach their target audience and run a cross-screen campaign.
Originally published in Technical.ly
The snack shelf is stocked at Vistar Media and so is the technology stack.
“It’s cool working with tech that isn’t yet widespread,” said software engineer Piotr Romanowski. “We’re not afraid of being early adopters.”
Vistar prides itself on experimenting with the bleeding edge.
When Vistar devs aren’t in the midst of code reviews and one-week sprints, engineers will set up shop for late-night board game tournaments, tech community meet-and-greets and spike project tinkering.
“Definitely come to our open houses,” Romanowski said, while mentioning Vistar also sponsors local meetups. “When we meet people there who impress us, we keep them on our radar for potential hires.”
Technical.ly Talent sat down with Romanowski to chat about Vistar’s company culture, its work with new tools like Bazel and why everyone loves end-of-week presentations.
What about the company culture strikes you?
It’s very open. We have core teams and project-based teams, so people aren’t placed on a team and forced to stay there forever. It affords the opportunity to learn a lot of different technologies.
I also really like the thorough code review process. Not every tech company takes testing and peer review seriously. No code here makes it to production without going through at least two engineers.
If engineers are getting stuck anywhere, they’re encouraged to get into a conference room and figure out the problem. I don’t know if perfect code exists, but we submit code that’s as close to perfect as possible. Always.
Which of Vistar’s technologies interested you?
One of the tools we’ve been learning is Bazel, a fast build system written by Google. Google has an internal version, and they’ve begun to open source it. We’re building most of our software through Bazel, and we use it for testing, as well. To my knowledge, it’s not yet used widely by many companies.
It’s cool working with tech that isn’t yet widespread. For example, we also have an app where the client-side code is TypeScript. Some software companies wait for new technologies to battle-harden before using them.
At the same time, we still use frameworks like Flask, which has been around a while, and we still have code written in Java and Python as well.
What is the average week like at Vistar?
Mondays are actually pretty great here. One of the engineers will bring in bagels for everyone, and we review the past week, while setting goals for the new week.
We all have lunch together twice a week in one of our kitchens, and on Fridays we’ll end the work day early to present what we’ve been working on to the team. It’s a little happy hour for everyone to show off what they’ve been working on — everyone looks forward to it.
Do engineers get the chance to work on side projects?
We work on spike projects that don’t have to be a product for the company. It could be a tool that will have some use to the team in the future.
We’ve had a wide variety — one week we had two people write a Chrome extension to help people when reviewing code to correlate test cases to the code itself. We even had one pair use Amazon’s computer vision service, Rekognition, to detect when lunch arrives and alert the team.
It gives us time to work with tools you wouldn’t expect, and sometimes they do end up making it into our work-related projects.
How does your role at Vistar complement your personality?
I find myself trying new activities outside of work every week. I’ll try a new brewery or do touristy visits to Dilworth Park and Penn’s Landing with my friends. This past summer me and my brother decided to go jet-skiing, and I spent a lot of my summer going to different beaches. But at the same time, I’m your typical nerd, playing video games and binging Stranger Things, or rewatching The Office for the millionth time.
At work I get to try new things all the time. Being able to work on short-lived project-based teams from time to time offers nice variety in my professional life. For example, right now I’m on a team working with one of our designers in New York to recreate some of our internal tools. I’ll be working on newly designed components in the product itself.
What kinds of social events does Vistar host?
Vistar sponsors local tech meetups, like Software as Craft. One night recently everyone just got together, took a piece of good code, and threw back some drinks while trying to write the worst code they could manage. Other meetups are more like workshops or talks, and it’s actually a great way for us to meet people we might recommend apply for a role at Vistar.
Every couple months or so we’ll do a board game night which is really fun. We’ll order food and play a couple games. Lately we’ve been playing Resistance, and everyone always thinks I’m the spy. We’ll all end up staying really late at the office just playing and ordering food.
What advice do you have for prospective new hires at Vistar?
Definitely come to our open houses. When we meet people there who impress us, we keep them on our radar for potential hires and usually suggest them our recruiter Diane Worthington or give them her business card. It’s a good way to show that you’re interested to learn more about the work we do, since it does take time in your day to go to these events, especially when you’re going after a long work day.
For a new employee, because I’m in the interview process sometimes, one of the things I really like to see from a candidate is someone who has done their research and knows the company.
Obviously, we’re also looking for someone who’s open to trying out new tools and new tech, because you may be placed in a team where you’re using the tools you’re not familiar with. We don’t want someone showing up uninterested and not really have a clue what they’re interviewing for. It’s a good quality to come with questions, as opposed to just showing up and asking about code and vague computer science questions or something.
The interview process usually starts with you meeting with one of the engineers either in person or over a phone call, kind of a pre-interview interview. After that you’re given a code puzzle to work on that gets submitted to the team for review, and once that’s done you’ll come in and do some whiteboarding and we get to know you some more.
From a software team in a row home in Philly to a global advertising technology enterprise, a look at how programmatic is transforming the OOH industry.
Recently, Vistar helped a well-known antiperspirant brand reach their target customers through digital out-of-home and mobile.
Vistar Media is honored to have made the Inc. 5000 list, coming in at #248. This list ranks the fastest growing private firms in the United States, measuring revenue growth year over year.
Vistar is dedicated to helping marketers gain valuable insights into the consumer journey as well as reaching these consumers through out-of-home and mobile advertising. We are proud to have our staff recognized for the contributions they have made to our company, resulting in our tremendous growth. We also want to thank our clients for allowing us to provide them with DOOH solutions and for their feedback that drives us to continue innovating.
We look forward to future achievements and continued growth for many years to come.
You can check out the full Inc. 5000 list here.
Vistar Media has launched support for Video Ad Serving Template (VAST) creative for media owners. This allows media owners to accept the standard digital creative format from the online world, opening new sources of demand and making it easy for advertisers to seamlessly execute video campaigns across digital out-of-home (DOOH) media.
How Google Can Rethink Their Ad Revenue Strategy & Help Build Smart Cities
U.S Patent Office Validates Vistar Media’s Innovation in Location Data Correction From Mobile Devices
Vistar Media has joined with IHS Automotive driven by Polk to bring auto marketers a solution to reach auto intenders through out-of-home media. This partnership marks the first sales lift measurement solution in the industry, allowing auto marketers to measure the impact of their DOOH campaigns on vehicle sales.
IHS Polk has aggregated a market predictor database of 130 million households, so when combined with web intent data from 3,000 OEM and third-party websites, we are able to measure the impact of out-of-home advertising on new and used car sales.
By combining IHS Polk data on vehicle sales with our geospatial technology, Vistar is able to assess the connection between campaign exposure and ultimate impact on sales.
This solution gives marketers a way to combine offline and online data sets to understand where and when to place a media buy to reach customers on-the-go.
CEO and co-founder Michael Provenzano shared, “Now, through our partnership with IHS, we are combining audience segments with our data on movement patterns in the physical world, which allows our geospatial technology to target campaigns in out-of-home and measure real-world attribution. By using Vistar's technology to connect offline transactional data, online behavioral data, and physical world movement data, marketers can not only understand who is in-market but also understand where to best reach and engage with them.”
Early beta clients in 2016 included Toyota, which partnered with Vistar to to run a national promotional campaign for its August Sales Event to market the RAV4, Corolla, Tundra, Camry, Prius, Avalon and Sienna. Companies like Toyota combine Vistar data with their own purchase information to develop a deeper understanding of ROI on OOH spending. Toyota also used Vistar’s expertise to help craft specific messaging targeted to particular demographics. According to Vistar, lift in the “in-market + demographic” audience was higher than that of the overall campaign.
About IHS Markit
IHS Markit automotive solutions give automotive companies the ability to capitalize on cross-industry analysis, expertise, and a global network for trusted market research, advanced analytics, software tools and extensive vehicle histories for a complete picture of the automotive industry.
Vistar Media has partnered with Varick Media to to bring programmatic out-of-home (OOH) media into Varick’s omnichannel buying solution. The partnership will enable Varick to access the only DSP and only exchange built for the OOH industry.