Vistar Media Integrates OOH Audio to Reach In-Store Shoppers Programmatically



Today, digital outdoor signage technology provider Vistar Media announced the extension of its OpenRTB integrations to include programmatic access to outdoor signage audio inventory. On the demand side, the omnichannel DSP The Trade Desk becomes the leading player in providing audio OOH to advertisers and agencies.

The inventory includes sites that are part of the network assembled by the location-based OOH advertising and audio experience company Vibenomics. The technology is available at more than 6,000 locations in 49 states, reaching more than 200 million people, according to the company.

In-store experiences. With a focus on in-store experiences in grocery stores, Vibenomics audio OOH is currently used by over 150 brands in Kroger and Kwik Trip stores. The experience allows advertisers to deliver targeted messages to shoppers when they are near products in store. The main categories that use this technology include consumer packaged goods, automobiles, lotteries, and financial services.

The Vibenomics platform allows advertisers to stream background music and update the environment with promotional messages and live updates to drive sales.

Why we care Hearing promotions in a grocery store isn’t a new experience, but that’s where the technology comes in. In the OOH space, digital transformation is all about providing seamless access to the right advertisers to reach the right audience. When brands and agencies can tap into an omnichannel DSP like The Trade Desk and run a campaign that combines, say, street-level bus shelters, then in-store screens or audio (and possibly a thumbs up in a mobile ad), then they go down the funnel at the same rate as their customers.

About the Author

Chris Wood draws on over 15 years of reporting experience as a B2B writer and reporter. At DMN, he served as Associate Editor, providing original analysis on the changing technological landscape of marketing. He interviewed tech and policy executives, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, named by Barack Obama as the country’s first federal CIO. He is particularly interested in how new technologies, including voice and blockchain, are disrupting the world of marketing as we know it. In 2019, he moderated a panel on the “theater of innovation” at the Fintech Inn, Vilnius. In addition to his marketing focused reporting in industry trades such as Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS and contributes fiction, review and poetry to several blogs. of leading books. He studied English at Fairfield University and was born in Springfield, Massachusetts. He lives in New York.


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