Get Ready to RampUp! Vistar, LiveRamp & REI Share How to Approach First-Party Data


Join us at RampUp to discuss “Getting Creative with Location Data to Execute OOH Advertising.” Our VP of Sales, Lucy Markowitz, will take the stage with Amy Ball from REI, as well as team members from Spark and LiveRamp, where they will dive deep into REI’s 2017 #OptOutside initiative.

Now in its third year, REI’s #OptOutside helps spread awareness about the brand’s decision to close all retail locations on Black Friday, pay their 12,000+ employees to spend time outside and encourage the rest of the country to join them in reconnecting with the outdoors.

To ensure loyal customers would know about this initiative, REI passed their first-party audience segment to Vistar through LiveRamp, who anonymized the data to protect customer privacy and made it available for safe targeting. Vistar then leveraged location data and proprietary geospatial technology to analyze how these customers move throughout the physical world. Using these movement patterns, Vistar activated cross-screen mobile and digital out-of-home media to reach REI loyalists as well as new customers at places they were most likely to be throughout the day.

This first-to-market solution from Vistar and LiveRamp enabled REI to engage the same first-party audiences they reach online and in mobile, now extended to the offline world through DOOH media.

To learn more about our first-party data solution with LiveRamp and how REI approached this initiative, head to the Gold Room at RampUp on Monday, March 5th at 4pm. This session will be followed by Q&A, so come prepared with your questions!

Not able to attend RampUp? Stay tuned to Vistar’s blog to discover more about our collaboration with LiveRamp and REI.