Vistar Media and AirSage Launch Cross-Screen Ad Platform Targeting Digital Out-of-Home and Mobile
NEW YORK, NY — Vistar Media has announced the launch of a location-based, cross-screen ad platform in partnership with AirSage to reach on-the-go consumers. The new ad platform will use anonymous wireless signaling data from two of the largest US mobile carriers to provide advertisers with a complete location-based advertising inventory using the largest data sets available today.
According to Vistar Media, the new platform will help advertisers to engage consumers with relevant, consistent messaging across both mobile and digital out-of-home (DOOH) advertising screens. By combining these two mediums, Vistar Media is one of the first companies to provide a full snapshot of on-the-go consumers, whether they are looking down at their devices or around at their surroundings.
“Vistar Media enables us to extend consumer connections across multiple screens at various points during the day,” said Gregg Colvin, Chief Operating Officer at UM WW division and Vistar Media client. “In this way, we can target and retarget against relevant behavior to achieve superior results. This immediacy aligns well with UM’s platform and our commitment to Moments Marketing.”
“Our anonymous data has historically been used to help transportation planners solve community movement issues and tourism professionals understand where and when visitors travel,” said Andrea Moe, VP of Product Management and Marketing at AirSage. “Now, our unique location analytics are solving market research problems through partners like Vistar Media by providing unprecedented insights into consumers’ real world behavior.”
“Our customers love the ability to reach audiences across out-of-home inventory and wanted to leverage our patent-pending geospatial technology across mobile as well,” said Michael Provenzano, CEO and co-founder, Vistar Media. “We have always believed in the power of reaching on-the-go consumers in order to drive real-world sales and are excited to offer clients the first cross-screen solution that incorporates out-of-home advertising.”
Mobile ads may be purchased through Vistar Media’s platform, which has been in soft launch for two months, effective immediately.
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
- The Connected Consumer
- Leveraging the Moment
- Multiscreen Campaign Planning
- Amplifying Reach With DOOH Media