Programmatic OOH company Vistar Media is updating its demand-side platform (DSP) to help brands and agencies plan campaigns more efficiently.

With the upgrade, users will be able to better understand the physical context of OOH advertising and see how their campaign will appear in the real world. Advertisers will now have access to a new insights panel, which will allow them to view the media plan for their campaigns, including selected locations and estimated costs. They will also have access to tools that let them preview how the creative will appear in specified locations. The platform will also feature an updated audience map with a new level of accuracy and detail, as well as 3D capabilities, to show the audience and screen density of a particular location. Users will also be able to zoom into local regions or areas of interest.

“This better allows for buyers and advertisers to showcase their campaign details to their clients, and internal team stakeholders – and ultimately improve ROI,” Vistar Media senior VP of marketing Leslie Lee tells MiC.

Lee says the company is updating the platform because many buyers have renewed their interest in OOH. “It’s a beautiful, impactful media channel and thanks to the unlocks from programmatic technology, marketers can better plan against an audience – across the entire DOOH ecosystem – with unique creatives,” Lee says. “We wanted to bring all these pieces together to make the complex simple, so they can get powerful results without a difficult process. The goal is to make sophisticated OOH campaigns as easy and efficient as possible for buyers to get the most value from the channel that they can.”

New York-based Vistar Media operates a comprehensive marketplace for programmatic OOH transactions through its DSP, a supply-side platform (SSP) and a data management platform (DMP). It has completed 27,400 programmatic campaigns for more than 3,200 brands around the world, according to the company. Scotiabank, Pepsi, Tangerine, RBC Royal Bank, Hershey’s, Canadian Tire, Government of Ontario, L’Oreal, Home Depot, P&G, Uber, Bayer and Levis are some of the brands using its DSP platform.