Vistar Media, the leading global provider of software for digital out-of-home (DOOH), is further expanding its footprint in Canada with the addition of Joe Lasala as Senior Account Executive for Western Canada. This strategic hire reflects Vistar’s continued commitment to supporting one of its fastest-growing regions, as demand for programmatic DOOH accelerates across the Canadian market.
Lasala brings more than a decade of experience in data-driven, programmatic advertising, having spent the last nine years with Exponential and Quantcast. Over the course of his career, he has guided partners through the evolution of digital buying, helping brands and agencies adopt audience-first strategies and navigate the increasing complexity of the programmatic ecosystem.
His background includes working both in-house and directly with agencies across highly competitive verticals such as retail, finance, automotive and telecom. This blend of experiences has given him a deep understanding of what buyers, planners and brand marketers expect from their media partners — from transparency and control to smarter targeting, stronger performance and measurable outcomes.
In his new role at Vistar, Lasala will oversee programmatic DOOH growth and partner relationships across Western Canada. He will act as a strategic advisor to agencies and brands exploring how out-of-home can fit into omnichannel plans, how data can be leveraged for smarter targeting and how Vistar’s technology can help unify DOOH with the rest of the digital media mix. He will also play a key role in accelerating regional expansion and ensuring partners get the most value from Vistar’s suite of software and measurement solutions.
“We are excited to welcome Joe to Vistar Media’s Western Canada team,” said Scott Mitchell, Managing Director, Canada at Vistar Media. “Joe’s extensive and highly in-demand programmatic expertise will serve our clients well in the region.”
Mitchell continued, “Our ongoing growth in the market is bolstered by his addition — not only because of his experience, but because of his approach to partnership. Joe is deeply committed to delivering high-quality results for stakeholders and clients, and he’s already made meaningful contributions to our culture here at Vistar.”
For Lasala, joining Vistar comes at a transformative moment for the Canadian DOOH landscape. With programmatic adoption rising and more brands exploring omnichannel planning, Western Canada is seeing increased investment in flexible, data-driven OOH strategies.
“In my over 12 years of experience in providing advertising solutions to partners in Western Canada, I couldn't be more energized to join the Vistar team amid its rapid expansion in the region,” said Joe Lasala, Senior Account Executive at Vistar Media. “It’s an exciting time for the DOOH space — the technology has evolved, interest is growing and advertisers are looking for smarter ways to connect with consumers. I look forward to bringing my learnings to the team as we continue innovating and providing best-in-class solutions in the region.”
As Vistar strengthens its Canadian operations, hires like Lasala underscore the company’s commitment to building a knowledgeable, local team capable of supporting partners through the next wave of programmatic out-of-home growth.
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