Industry
Media & entertainment
Challenge
As Orange Barrel Media expanded its interactive inventory, advertisers needed assurance their ads would remain visible during touch-based interactions, a common issue media owners face when implementing interactive DOOH. OBM also required a scalable solution that supported both loop and impression-based campaigns without manual workarounds that slowed operations and limited sales growth.
Results
By utilizing creative companions, a feature of the Vistar ad server, OBM was able to ensure uninterrupted ad visibility during user engagements across its network of interactive kiosks. Through Vistar’s flexible APIs, OBM fully integrated creative companions into its custom-built internal player, while Vistar’s loop and impression-based campaign functionality streamlined operations and enabled the network to scale.
Key Product
Ad Server, Out-of-Home (OOH)
The customer
Orange Barrel Media operates premium digital out-of-home inventory situated in the heart of the nation’s most dynamic urban environments. Their network includes large-format digital signage screens and interactive smart city kiosks placed in downtown business districts, entertainment corridors, stadium zones and transit-adjacent locations with high foot traffic and long dwell times.
A key component of OBM’s offering is its interactive inventory, including touch-enabled kiosks equipped with advanced capabilities such as cameras for photo booth-style brand experiences. These formats invite meaningful consumer engagement while demanding precise execution to ensure advertising remains visible, compliant and impactful throughout the interaction.
The challenge
As OBM expanded its interactive inventory, advertisers increasingly required assurances that their brand message would remain visible even when users engaged with touch-based experiences. Agencies mandated solutions that prevented ads from disappearing during interactions, a common limitation of traditional interactive DOOH campaigns.
At the same time, OBM needed to support a mix of loop and impression-based campaigns, while avoiding manual workarounds that hinder sales and overwhelm their ad ops team. The challenge was not only delivering advanced interactivity, but doing so in a scalable, repeatable way that could be easily adopted by brands with varying levels of creative support.
“Vistar’s flexibility and support allowed us to build something truly custom without replacing our existing stack. Creative companion has helped us move faster, sell smarter, and deliver better experiences.”
Graham Conzett
Director of Technology, Orange Barrel Media
The solution
Vistar’s ad server provided OBM with a turnkey solution for scaling interactive digital signage without disruption. Using the creative companion functionality within the ad server, OBM enabled their interactive kiosks to automatically transition into companion mode when a user engages with the screen. This ensures uninterrupted brand presence as the content is played alongside the interactive experience.
Through Vistar’s flexible APIs, Orange Barrel Media fully integrated creative companion into its custom-built internal player, allowing the team to extend functionality far beyond standard executions. Advertisers are able to submit creative assets as zip files containing frames, templates or even 3D models, which OBM could quickly deploy into turnkey, high-impact interactive experiences.
Vistar supports both loop and flexible campaigns natively, giving OBM the ability to scale demand quickly while maintaining premium delivery standards their advertisers have come to expect. Backed by Vistar’s responsive support team, OBM was able to scale faster, alleviate operational burdens and drive revenue growth.
“Creative companion has been a game changer for us. It allows brands to run interactive campaigns without sacrificing visibility, and it’s helped us close deals faster with a turnkey experience.”
Graham Conzett
Director of Technology, Orange Barrel Media
The results
By leveraging Vistar’s ad server and creative companions functionality, Orange Barrel Media transformed their interactive kiosks into scalable, revenue-generating inventory, and advertisers gained confidence that their brand would remain visible during user engagement:
- Revenue Growth - Creative companions became a deciding factor in closing premium interactive deals
- Operational Efficiency - Reduced burden on internal tech and ad ops teams
- Sales Enablement - Enabled turnkey interactive offerings that accelerated buyer adoption
The result was stronger sales momentum for OBM’s interactive screens, with creative companions frequently becoming a differentiating factor in closing premium campaigns. At the same time, automated delivery and native support for loop and impression-based campaigns reduced operational complexity for Orange Barrel Media’s internal teams.