For this month’s media owner spotlight, we spoke to Louis Colonna d'Istria, Retail Media Officer at Klépierre, who highlighted the unique proposition their digital network brings to the digital out-of-home (DOOH) industry and how their partnership with Vistar Media is enhancing digital advertising experiences in some of Europe's most prominent retail destinations.
Please describe your network in 2 sentences.
Klépierre transforms shopping centres into powerful brand platforms—places where intention meets opportunity. Our DOOH network connects with millions of shoppers, providing a highly receptive, pre-purchase mindset for brands to engage with their audiences.
What types of screens do you have, and where can they be found?
Our network consists of indoor formats, including double-sided totems, giant LED walls, immersive screens, and custom installations. These are strategically positioned in high-footfall areas across our shopping centres, such as entrances, atriums, and escalator hubs.
Klépierre’s network spans more than 100 shopping centres across 14 European countries, including France, Spain, Italy, Germany, Portugal, the Netherlands, and the Nordics.
What sets you apart from other digital channels?
Our DOOH network is a 'last-meter' solution that combines the best of retail and digital advertising. By placing context-aware, full-motion messaging directly at the point of purchase, we offer a highly targeted, unmissable solution for brands. Our screens are part of a broader experiential platform, enabling us to go beyond just a network and create immersive brand experiences through activations, storytelling, and events.
What do you wish more digital buyers knew about OOH?
Digital OOH is now as flexible, data-driven, and programmatically activated as other digital media. It is planned, measured, and optimised like any other digital channel but offers real-world visibility without the risk of skips or ad blockers. Today, DOOH can leverage data triggers, contextual creatives, and omnichannel retargeting, making it a foundational part of omnichannel strategies for brands looking to achieve real-world scale and engagement.
Why did you choose Vistar as a partner?
We were looking for a partner with international expertise and a strong programmatic presence. Vistar stood out for its robust technology, its strong footprint in Europe, and its ability to support our expansion into Belgium with agility and professionalism. We’ve found Vistar’s team to be responsive, insightful, and committed since we began our partnership, demonstrating an excellent blend of technical capability and collaborative spirit.
What has been Vistar's most valuable contribution to your business?
Vistar has provided us with easy integration and centralised campaign management, along with flexible demand-side connections and transparent reporting. This partnership has opened our network to a broader range of demand — especially programmatic — and helps to position our DOOH offering as a scalable, data-driven, and key component in the digital media mix.
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