Social data meets DOOH: Vistar Media and Affinity Answers

Social media insights have transformed digital marketing, and now, they’re set to revolutionize digital out-of-home advertising (DOOH). We’re excited to announce our latest partnership with Affinity Answers, the leader in social engagement data.

With this collaboration, Vistar Media becomes the first OOH platform to integrate Affinity Verified Data, unlocking a powerful new way to connect with high-intent audiences and seamlessly link DOOH to broader omnichannel strategies.

Why now? The case for smarter targeting

Consumer behavior is shifting. Brand loyalty isn’t what it used to be, and targeting based on past purchases isn’t as reliable as it once was. Affinity Answers offers a forward-looking solution by analyzing billions of public social engagements from platforms like Facebook, Instagram, TikTok, Reddit, and X to uncover real-time intent and interest.

With Affinity Verified Data, marketers can apply these social intent signals to DOOH campaigns, ensuring ads reach audiences when their interest is highest. This partnership brings social intent into the OOH space for smarter, more relevant reach and conversion.

How does Affinity Verified Data work?

Affinity Answers combines online behavioral data with the largest collection of social engagement signals available. By identifying patterns in how people interact with brands, media, and entertainment, they create predictive audience segments that outperform traditional purchase-based targeting by 55% (Source: Cint/Lucid).

This privacy-compliant data empowers marketers to reach high-intent audiences with precision, seamlessly connecting digital and real-world touchpoints for a truly cohesive omnichannel strategy.

3 ways to use purchase intent in your DOOH campaign planning

Affinity Verified Data gives you the ability to target purchase intent audiences in DOOH, allowing you to capture consumers’ attention at critical moments in their decision-making journey. Here’s three ways you can make the most of it:

1. Reach travelers planning their next adventure
   Target consumers engaging with trusted travel sources like Tripadvisor, The Points Guy, or Conde Nast Traveler. For example, an airline can reach audiences actively researching flights or following luxury travel content to align their campaign with booking-ready moments.
2. Boost product awareness in the beauty industry
   Beauty influencers drive more than 65% of purchasing decisions in cosmetics. By using Affinity Verified Data, a skincare brand can target audiences engaging with top influencers or tutorials, ensuring their DOOH campaigns resonate with consumers exploring their next beauty purchase.
3. Conquer competitors in the QSR category
   QSR brands thrive on attracting “one more eating occasion.” Instead of targeting loyal customers, a fast-food chain can use purchase intent data to create conquest campaigns that engage diners showing affinities for competitor brands, driving visits and boosting sales.

With Affinity Verified Data, you can use DOOH to connect with the right people when it matters most, helping your campaigns drive real impact where your audience is already paying attention.

Why this partnership matters

At Vistar, we’re committed to empowering marketers to make DOOH a seamless part of their omnichannel strategies. By partnering with Affinity Answers, we’re bringing trusted social media audience insights into the OOH space for the first time.

With over 4 billion targetable IDs and customizable audiences across 20+ verticals, this partnership allows marketers to extend their digital strategies into the real world. From retail to travel, restaurants to entertainment, Affinity Verified Data connects you with high-intent audiences at scale—enabling smarter, more impactful campaigns.

Start using Affinity Verified Data today

With Affinity Verified Data, the possibilities for smarter, more impactful campaigns are endless. This partnership gives you the flexibility and precision to meet your campaign goals with confidence.

Ready to get started? Contact us today to learn more about our partnership with Affinity Answers.