From local to global: The evolution of DOOH targeting

Advertisers aren’t thinking locally anymore. They’re building brands that connect with audiences across borders and time zones. Running a DOOH campaign across multiple countries used to require juggling different partners, leading to fragmented data and inconsistent methodologies. 

Now, with partners like Spotzi offering global audience targeting capabilities within Vistar’s Global DSP, activating cross-country campaigns just got a lot simpler.

From fragmented targeting to unified global reach

As brands expand their international footprint, consistency in targeting becomes essential. Fragmented data across regions can lead to campaign inefficiencies that hurt performance and slow down optimization. 

Spotzi offers standardized audience segments across North America, Europe and APAC, helping advertisers reach the same consumer types— like gym-goers, luxury shoppers or fast-food lovers— across multiple markets using a shared methodology. For example, a high-end brand active in US, France and Australia can use the same life of luxury segment across all three markets, ensuring consistent targeting without having to manage separate strategies per region. 

These audience segments are directly available within Vistar’s Global DSP,  enabling marketers to plan and activate campaigns across borders from a single account, with automatic currency conversions,  localized audience targeting and consistent data standards. This streamlines the buying process, allowing teams to focus on strategy, performance and results.

3 strategies for smarter global targeting

So, how do you apply Spotzi’s targeting for global success? Here are a few approaches to think about: 

1. Mirror local behaviors across countries: Target global categories like “fine diners,” "upscale fashionistas” or “business professionals” in each market. These consistent audiences help you compare performance market-by-market and identify where you message is resonating. 
2. Localize within a global strategy: Use Spotzi’s demographic overlays– like income, education or household composition– to refine your audience targeting in each country. Even if you’re targeting “total foodies” everywhere, this context may vary, and Spotzi helps you adapt. 
3. Optimize with data: All Spotzi data is tied to high-quality mobile location data and verified POIs. This means your targeting is grounded in real-world behaviors like store visits, daily routines and purchase intent. 

Built for marketers who operate beyond borders

Whether you’re running a test market campaign for a global brand or scaling a proven strategy across regions, the Vistar and Spotzi partnership is designed for marketers who need: 

• Unified audience targeting
• Global reach with local relevance
• Streamlined media buying across currencies

It’s everything you need to simplify cross-market execution, and now it's available all in one place. 

A new standard for international DOOH campaigns

With Vistar’s Global DSP and partners like Spotzi, brands can run data-driven campaigns cross-country without compromising targeting accuracy or execution simplicity. This is laying a new foundation for how global campaigns are built. And it’s how Vistar has become the go-to DSP for advertisers who think, plan and execute DOOH campaigns globally. 

Want to explore Spotzi audiences or learn how to activate them in the Global DSP? Let’s connect!