For this month’s Media Owner Spotlight, Vistar spoke to Genevie Go, General Manager at Plan B Media. This interview spotlights the unique value proposition their digital network brings to the out-of-home (OOH) industry and how Plan B’s partnership with Vistar Media is enhancing digital advertising experiences in Southeast Asia and beyond.
Please describe your network in 2 sentences.
Our premium digital OOH (DOOH) network is built around high-impact, strategically located screens that capture attention in busy traffic areas in Singapore. The network features prominent, large format digital screens to maximise reach for your brand’s impact.
What types of screens do you have / contexts they can be found?
Our screens are large-format digital billboards located in high-traffic outdoor spaces and key intersections. They’re situated in downtown core and central areas with steady pedestrian flow, roadside visibility, and strong commuter traffic.
What regions do you operate in?
Our network spans Thailand (with our HQ in Bangkok), Malaysia, Laos, Singapore and New York. Locally, Plan B Singapore’s screens are focused within the central region.
What audiences do you reach?
With placements in strategic, high-traffic areas, we connect with a diverse audience that spans working adults, business owners, youth, seniors, high-net-worth individuals, commuters and drivers moving through the city.
What sets you apart from other digital channels?
Our media elevates OOH to play a stronger role within an omnichannel journey. Our high-impact assets are designed to deliver the kind of scale, visibility and real-world presence that digital channels alone can’t achieve. Our digital screens can now work as data-driven touch points with flexible activation so brands can create seamless connections between online and offline.
What is your network's main value proposition to a brand?
Our network delivers premium, high-impact visibility across central Singapore where footfall, dwell-time, and audience diversity are at their highest. Beyond locations, our value is in support. We work closely with buyers to plan and execute campaigns to ensure our media truly matches the brand’s objectives and deliver outcomes.
What do you wish more digital buyers knew about OOH?
OOH contributes something unique to the media mix, offering scale, trust, and strong visual impact—qualities that help brands get noticed and stay top of mind. It isn’t just top-funnel, building awareness anymore. It has evolved into a data-driven, targetable media channel that can work seamlessly alongside digital to drive measurable outcomes. With location, audience and behavioral data, OOH can now be planned and optimised with the precision of online media and function as a powerful and full-funnel touchpoint.
How do you see digital OOH evolving over the next year?
As other channels continue to decline, brands are looking at DOOH to recapture reach in a more flexible and efficient way. DOOH investment is already growing and programmatic is accelerating even faster, giving buyers the ability to plan, activate and optimise with similar agility as digital video or display ads. The increased importance of Omnichannel will also benefit DOOH by smarter use of data for audience targeting, measurement and dynamic creative.
Is there anything else you’d like to highlight about your network?
Our network offers flexibility for creative storytelling, enabling campaigns that use motion, light, and scale to engage audiences in memorable ways. Campaigns can truly stand out, make their mark on the urban landscape and leave a lasting impression in people’s minds.
Why did you choose Vistar as a partner?
It’s the people at Vistar that make the difference. The partnership works because there’s a true sense of collaboration, a win-win approach and a shared drive to deliver results.
What has been Vistar's most valuable contribution to your business?
Vistar’s most valuable contribution has been their support and genuine understanding of our business. They consistently go the extra mile to ensure we are aligned and moving forward together in growth.
What Vistar software capabilities do you find most useful?
The mediation layer has been especially useful in streamlining platform management and maximising yield across our allocated programmatic DOOH inventory. It helps simplify operations and ensures we’re optimising our available supply efficiently.
What benefits have you been able to leverage by working with Vistar?
Working with Vistar has given us the benefit of honest feedback and full transparency. Together, we discuss what’s working, what isn’t, and the best ways to move forward, which has strengthened our strategies and partnership.
Is there anything else you’d like to share?
Over the past years, we’ve grown significantly in the programmatic DOOH space — from learning the fundamental basics, refining how we operate, and continually finding new ways to maximise opportunities through programmatic. With the rapid advancements in technology, measurement, and creative capabilities, we’re excited to be part of DOOH's evolution into an even more essential part of the advertising landscape. As we continue to grow, we look forward to working alongside partners like Vistar and the wider ecosystem to push the medium to its full potential.
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