Not every brand has a storefront. Those built for mobile, such as many entertainment, gaming, fintech and social platform brands, thrive in the digital world. But their audiences don’t stay there. People move through cities, neighborhoods and shared spaces every day, creating a flow of real-world moments that mobile-first brands previously struggled to tap into. Some traditional data signals such as store visitation or POI proximity simply don’t apply to brands without physical locations.
Now, with digital out-of-home and a new set of audiences defined by online behaviors, mobile-first brands can reach their online audiences in the real world.
A new kind of data from partners including Acxiom, Affinity Answers and T-Mobile, introduce audiences defined by digital behaviors. The apps consumers use, the content they engage with and the communities they belong to strongly correlates to how they act in the physical world.
For example, a streaming platform might reach heavy video streamers as they commute, a gaming brand could target mobile gamers and a fintech app might build awareness among digital banking users. Even without a physical storefront, these advertisers can build measurable reach through the movement patterns of their digital audiences.
Even when the end goal isn’t a physical action like visiting a store, your audience still exists in the real world. They commute, attend events, go to the gym and move through high-traffic environments every day. DOOH creates opportunities to connect during these moments and reinforce digital messaging with bold, memorable creative.
These online behavior-based audiences mean mobile-first brands can now bring digital out-of-home into their broader media strategies with ease by extending the same segments they already use across mobile, CTV and social to reach consumers with consistent relevance across every screen.
With online behavioral data tied to real movement patterns, even mobile-first brands can build measurement real-world reach.
Vistar’s growing network of data partners enables mobile-first brands to connect with audiences defined by digital intent. Some of our data partners offering online behavior audiences include:
Acxiom, an IPG-owned enterprise data, enables advertisers to understand, identify and target audience segments, whether the channel used to connect is online, mobile, television, email or direct mail.
Affinity Answers analyzes billions of public social engagements from platforms like Facebook, Instagram, TikTok, Reddit and X to uncover real-time intent and interest. By identifying patterns in how people interact with brands, media, and entertainment, they create predictive audience segments.
Epsilon data is sourced from 30+ sources, combined with Epsilon-conducted survey data, providing 3,000 readily-available audiences in Vistar Media's DSP offering deep insights into consumer attitudes, lifestyles and preferences.
T-Mobile audiences are built from app ownership signals collected directly, and with consent, from devices on T-Mobile’s network. These audience segments provide advertisers with a highly accurate view into consumer interests and intent.
To learn more about Vistar’s data partners, check out our partner directory.
Digital out-of-home offers unmatched visibility and generates the highest ad recall of any other channel (OAAA, 2023). There are no banners to close or videos to skip, just bold, full-screen creative that captures attention. With endless feeds and shrinking attention spans, DOOH gives mobile-first brands a way to stand out.
These audiences make DOOH a natural extension for mobile-first brands. By aligning digital signals with real-world reach, platforms like Vistar’s DSP make it possible to activate DOOH campaigns with the same audience precision and intent seen in digital channels — making out-of-home a channel that drives awareness, consideration and intent.