As the world’s attention turns to Melbourne for the Australian Open, brands have a rare chance to tap into one of the most energetic cultural moments of the year. More than 1.2 million fans stream through the gates each year, and the tournament reaches close to 2 billion viewers globally, transforming Melbourne into a world stage buzzing with movement, excitement and real spending power. The city comes alive with fans, tourists and locals soaking up the summer atmosphere, creating the perfect backdrop for high-impact advertising.
With Vistar Media’s global DSP, marketers can seamlessly activate programmatic digital out-of-home (pDOOH) to reach these audiences at scale, delivering relevant messages at the moments that matter most. Whether your goal is awareness, foot traffic or performance-driven outcomes, pDOOH gives brands the agility to show up with precision all tournament long.
Instead of relying on broad demographics, pDOOH lets brands tap into real-world behaviours. Using data partners such as Foursquare and Eyeota, marketers can reach tennis fans heading to Melbourne Park, summer travellers moving through airports and hotels, hospitality-goers exploring Southbank or shoppers browsing major retail centres.
With audiences constantly on the move during the tournament, pDOOH ensures brands remain visible throughout the day. From the commute to the CBD to lunch between matches or exploring the city after the final point, your brand stays present at every moment that matters.
The magic of the Australian Open doesn’t stay inside Rod Laver Arena. Crowds spill into Federation Square, across the CBD, along the river and into lifestyle precincts buzzing with activity. PDOOH gives brands the flexibility to activate screens across all these environments, including transit hubs, shopping centres, entertainment districts and other high-traffic locations.
With Vistar’s DSP, campaigns can be activated quickly, adjusted in real time and optimised as conditions change. This kind of agility turns a fast-moving cultural moment into a high-performing media opportunity.
The energy of the Australian Open moves quickly, and your creative strategy should mirror that. With Vistar’s dynamic creative capabilities, brands can automatically tailor messaging based on time of day, location, weather conditions or live tournament moments. Think: countdowns to marquee matches or location-specific creative that changes as fans move between Melbourne Park, Federation Square and the CBD. Instead of serving one static ad all day, every single ad play can bring the most relevant message, making your campaign feel live, timely and part of the tennis moment.
One of the biggest advantages of pDOOH during major events is speed. Campaigns can launch in a matter of days, not weeks, and creative or targeting can be updated instantly. This flexibility gives marketers the ability to keep pace with the tournament’s momentum and respond to real-world behaviour in real time.
And the results speak for themselves. Research shows 76% of consumers take action after seeing a DOOH ad, whether that’s searching for a product, visiting a store or making a purchase. OOH is also six times more likely to be remembered than digital — an impact that becomes even more powerful when paired with the excitement of a global sporting event.
The Australian Open brings together everything marketers want: high foot traffic, passionate audiences, strong retail activity and cultural relevance. With pDOOH, brands can show up with precision, creativity and agility, capturing attention at exactly the right moment.
If you want to turn this summer’s biggest sporting event into a catalyst for real business impact, the Vistar team is ready to help you activate with confidence.