In this Media Owner Spotlight, Vistar Media spoke with Franziska Pace, Head of Programmatic Germany & International, at Executive Channel Network (ECN), one of Europe’s leading office-based digital out-of-home (DOOH) networks delivering high-impact, premium workplace campaigns across Germany, France, the UK and Belgium. Read on to find out how ECN connects brands with high-value professional and consumer audiences across Europe’s premier office locations, and how their partnership with Vistar Media is simplifying programmatic access for digital buyers.
Please describe your network in a few sentences.
Executive Channel Network (ECN) is one of Europe’s leading office-based DOOH networks, connecting brands with professionals, managers and key decision-makers across Germany, France, the UK and Belgium. Through premium office locations, we help advertisers reach relevant audiences in trusted workplace environments that are seamlessly integrated into their daily routines.
What regions do you operate in, and what types of screens and contexts do you offer?
We operate across Germany, France, the United Kingdom and Belgium. With more than 900 premium digital screens across nearly 600 corporate locations, we provide advertisers with scalable access to professional audiences across Europe’s key business markets. View our full network details on our interactive coverage map.
Our displays are strategically positioned in high-traffic areas within corporate office buildings—such as lobbies, reception areas, lifts and communal spaces—helping brands engage professionals continuously throughout the working day.
What audiences do you reach, and what is your main value proposition to a brand?
Our network delivers a dual advantage by reaching both business professionals and high-value consumers. We capture office-based professionals, managers, executives and decision-makers in premium office buildings located in thriving urban areas, while simultaneously connecting with a broader public audience. Our audience is characterized by above-average household incomes, high purchasing power and a strong affinity for premium brands and services — making every campaign exposure count where it matters most. This unique footprint allows brands to build meaningful awareness, engage effectively with both B2B and B2C target groups, and stay top of mind with the people who actively influence and make purchasing decisions.
What sets you apart from other digital channels, and what do you wish more digital buyers knew about DOOH?
What sets ECN apart is our ability to reach audiences in highly relevant, trusted workplace settings. I think many digital buyers still underestimate how precisely targeted DOOH can be today. Driven by programmatic buying, advanced audience data and robust measurement capabilities, the channel has significantly transformed. Especially in workplace environments, it is no longer just about gaining visibility—it is about reaching the right people in a context that actively supports and elevates the brand's message while significantly reducing ad wastage.
How do you see digital out-of-home evolving over the next year?
We expect DOOH to become even more deeply integrated into broader digital strategies. As programmatic adoption continues to accelerate, advertisers will increasingly plan and execute DOOH alongside channels like online video, Connected TV (CTV) and display. At the same time, we anticipate continued growth in audience-based planning, measurement and optimization as brands demand greater accountability across their media investments.
Why did you choose Vistar Media as your programmatic partner?
One of the primary reasons we value our partnership with Vistar Media is that it significantly lowers the barriers for digital buyers looking to access our inventory. By making our premium workplace screens available via Vistar Media, advertisers can seamlessly integrate our media into their omni-channel strategies using the buying paths they already trust. This collaborative approach has been essential in unlocking new revenue streams and bringing digital-first buyers into the digital out-of-home ecosystem.
Which specific software capabilities and features do you find most valuable?
What we appreciate most about Vistar Media's platform is the sheer simplicity it creates for the buy-side. Features like streamlined campaign activation, advanced audience-led planning tools and transparent, real-time reporting are incredibly powerful. These capabilities give agencies and brands the data-driven confidence they need to seamlessly incorporate our office-based media into their broader programmatic budgets.
What has been Vistar Media's most valuable contribution to your business?
Beyond the technology platform itself, Vistar Media’s most valuable contribution has been helping to accelerate the adoption of programmatic DOOH among digital buyers. The Vistar Media team is highly supportive, smooth to work with, and brings valuable industry expertise and insights that help us successfully navigate a constantly evolving programmatic landscape. As more advertisers become comfortable activating campaigns programmatically, it becomes much easier to unlock the full potential of workplace media.
"Working with Vistar Media goes far beyond utilizing a great platform. They bring invaluable market insights and dedicated expertise that help us navigate the evolving programmatic landscape, making them a key partner in driving the adoption and success of workplace media."
Franziska Pace
Head of Programmatic Germany & International at ECN
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