In this Media Owner Spotlight, Vistar spoke with Jules Faucqueur of OhMyDiode, a fast-growing French media owner delivering high-impact, premium roadside DOOH campaigns across the Lille metro area and Île-de-France.
Please describe your network in a few sentences.
OhMyDiode is a leading large-format outdoor roadside LED DOOH network in the Lille metropolitan area and Île-de-France, with additional coverage in mid-sized cities across northern France.
Our mission is simple: deliver powerful local impact at scale in real urban environments. We combine premium screen technology, strategic roadside placements, and hands-on campaign management to ensure every brand stands out in high-traffic, real-world conditions.
What types of screens do you have / where can they be found?
We operate large-format 8m² LED screens with a 4–6 mm pixel pitch, delivering outstanding visual quality. Each screen is equipped with smart brightness sensors to ensure optimal visibility from 6 a.m. to 11 p.m.
Location is everything. Our screens are positioned in high-impact roadside environments, traffic lights, major urban intersections, and premium retail zones, where attention is naturally captured during everyday journeys. This translates into strong performance metrics, with an average exposure time of 23 seconds and repeat exposures averaging twice per/contact/day/screen.
What regions do you operate in and what audiences do you reach?
Our core footprint is in Hauts-de-France and Île-de-France, with a strong presence in the Lille European Metropolis. We also cover secondary urban areas, allowing us to reach a wide range of local audiences.
From daily commuters to high-value retail shoppers, our roadside network captures audiences in real-life urban moments that matter.
What is your stand-out offering for brand advertisers?
We focus on three things: premium roadside locations, premium screens and measurable performance.
OhMyDiode is the only network offering audience updates multiple times per day through API-driven measurement. This is based on real, non-declarative data, capturing around 95% of the actual exposed audience.
Beyond visibility, we go further: our system also measures drive-to-store, giving brands real insight into how many in-store visits are generated per screen.
We also enable advanced campaign execution, including contextual activations like weather-based sponsorships, and both guaranteed and non-guaranteed programmatic buying on a CPM basis (slot or impression-based).
What do you wish more digital buyers understood about DOOH?
Roadside DOOH is non-skippable and that changes everything.
It allows brands to reach people in motion, at key moments in their daily routines, with highly engaging video formats and a physical presence that digital-only channels simply can’t match.
It’s one of the few media channels that consistently delivers on visibility, repetition, and memorability.
Where do you see DOOH heading next ?
Programmatic is the future of roadside DOOH.
We’re seeing a rapid shift toward data-driven campaigns, real-time optimization, and dynamic creative powered by AI. The ability to automate and personalize messaging at scale will be a game-changer.
At the same time, DOOH will increasingly integrate with other digital channels, creating seamless omnichannel strategies.
Why did you choose Vistar as a partner?
We chose Vistar to take our premium roadside inventory to the global stage.
Their platform allows us to tap into international demand while keeping full control over our inventory. It’s also incredibly intuitive, both for media owners and buyers, which makes campaign activation fast and efficient.
Vistar’s SSP and granular targeting capabilities are key for us, allowing us to activate highly flexible campaigns, guaranteed or non-guaranteed, on a CPM basis, whether buying by slot or impression.
Real-time triggers and advanced reporting give us full transparency and enable us to clearly demonstrate campaign performance to our clients.
What has changed since partnering with Vistar?
Vistar has taken our roadside network to the next level.
We’ve expanded our reach to international advertisers, diversified our revenue streams, and transformed our inventory into a dynamic, data-driven urban digital ecosystem.
"At OhMyDiode, we believe the future of OOH is digital, programmatic, and data-driven. Vistar Media allows us to position our roadside inventory within a global, smart, and fully measurable advertising ecosystem."
Jules Faucqueur
Sales and Marketing Assistant, OhMyDiode
