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Vistar Media drives OOH advertising growth across Southeast Asia



Teegan Gardner

Vistar Media, the leading global provider of technology solutions for out-of-home (OOH) media, has identified Southeast Asia (SEA) as a key growth market following significant investment from both advertisers and media owners across the region. Vistar Media’s SEA marketplace, including the company’s demand-side platform (DSP) and supply-side platform (SSP), grew by 182% in 2023 YoY – demonstrating a growing need for expert OOH technology solutions to create standout advertising campaigns in SEA and beyond. 

Ben Baker, Vistar Media’s Managing Director for APAC, explained, “The advertising market in Southeast Asia is booming, and with a greater understanding of OOH as a channel, regional and global advertisers can seamlessly tap into a new, fresh way to reach their target audiences. DOOH specifically enables brands to take a data-driven, personalised approach with campaigns, ensuring they're delivering relevant messaging to the people that matter most to them, at the exact right moment. It is a really exciting time for SEA, and I look forward to seeing how brands continue to leverage the channel for their campaigns."

As advertisers across travel, CPG, retail, finance, tech, entertainment and more industries continue to recognise the value of programmatic digital out-of-home (DOOH) solutions, brands are increasingly testing and leveraging the channel for their marketing efforts both at home and in new regional markets. With an increase in trust and understanding of the channel’s capabilities, Vistar Media has seen stellar growth in regional advertisers.

Franck Vidal, Vistar Media’s Director of Southeast Asia Sales & Partnerships, highlighted, “We have been fortunate to strengthen partnerships with new leading and innovative media owners in the region including Mediacorp in Singapore, Big Tree and Brandavision in Malaysia, UpMedia and Plan B Media in Thailand, Pitchworks and ONGO SMART ADVERTISING in the Philippines, and Interads and Stickearn in Indonesia, among others. These partnerships have been vital to ensuring that advertisers activating campaigns on Vistar’s DSP and DSP Partners are able to reach critical audiences across premium digital inventory around the world.”

Advertisers using Vistar Media’s marketplace in SEA have increased by 120% over the last 12 months with no signs of slowing down. This proves media investment in the channel across brands and agencies is growing tremendously – signaling a rise in confidence in programmatic DOOH as a trusted, must-have medium in an omnichannel media mix. As a result, Vistar Media’s team in SEA grew fivefold as it continues to expand its on-the-ground resources and presence in Singapore, with imminent plans to expand team operations into Thailand this year. 

Vistar Media’s capabilities and expertise has undoubtedly contributed to OOH's growth across SEA, and has showcased the channel's ability to make a real impact for brands. Having announced a new, reimagined demand-side platform (DSP) to provide a sophisticated planning experience for running OOH campaigns and a global rebranding, Vistar Media is as well placed as ever to drive success and be the home of out-of-home across Southeast Asia. 

Reach out today for more information about Vistar Media’s SEA operations and how OOH can fit into your next advertising campaign. 

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