Vistar Media, a technology firm that’s created a marketplace for out-of-home (OOH) media, on Tuesday announced partnerships with LiveRamp and Acxiom to activate first- and third-party
data-sets for OOH media planning, buying and attribution.
Vistar said that marketers can use the data sets to optimize OOH media buys and measure sales lift from their campaigns by
integrating their offline CRM and sales transaction data.
Vistar, which also uses geo-spatial technology, has an ad platform that enables marketers to reach consumers based on their
behavior in the physical world.
Location data for the devices in the geo-codes onboarded via the LiveRamp and Acxiom integration is analyzed and modeled to determine which OOH media locations
will perform best. Marketers’ post-campaign, sales transaction data can also be onboarded to measure sales lift from the media exposure.
The integration includes routing data to Acxiom for geo-coding in the form of location segments that can be used within Vistar’s programmatic OOH media
platform. The goal is to offer marketers a viable way to extend their data onboarding strategies to OOH programmatic media buys.
Location data for the devices in the geo-codes onboarded via
LiveRamp and Acxiom is analyzed and modeled to determine which OOH media locations perform the best.
The integration means brands can use their own first-party CRM and offline sales data to
inform OOH media targeting and measure the sales lift driven by OOH media.
"This is important because brands are
looking for holistic solutions to reach and understand consumers across channels and measure the impact of media spend," said Michael Provenzano, CEO of Vistar Media.
"By bringing OOH into the
fold through Vistar’s partnership with LiveRamp and Acxiom, we're helping brands get one step closer toward using their own data to make media buying decisions and measure ROI across all
channels," he added.
“Marketers want every channel in their mix to be fully addressable and measurable,” stated Travis May, GM and president at LiveRamp, emphasizing the
need for the integration.