Topgolf will now leverage Vistar’s full-stack solution, including the Vistar ad exchange, Cortex player software, and Vistar ad server.
Pursuant Health has partnered with Vistar Media to provide better access to its digital advertising inventory and streamline the buying process for targeted digital out-of-home, health-focused advertising. Pursuant's inventory will be available on Vistar’s platform for DOOH media. Media buyers can place their buys programmatically through private marketplace deals or through Vistar’s ad exchange.
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.
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.