Programmatic OOH company Vistar Media is making its Vistar Verify program available to Canadian media owners and advertisers.
Developed in consultation with media owners, buyers and platform partners, Vistar Verify includes a set of manual and automated checks to ensure that DOOH inventory is accurately represented and meets a set of standards established by industry experts. The program evaluates the quality of the environment in which a display is located, including both the location itself and the audience present at the venue, the quality and effectiveness of the presentation in terms of physical viewing and on-screen experience, as well as the reliability and accuracy of the data (signals) describing the inventory.
The automated inventory check also runs a script against a list of DOOH places, evaluating the location (latitude and longitude) against the Google Places API, to verify the accuracy of the venue type. For example, it identifies a grocery store 50 m or less from the location of a place listed in the “grocery store” category.
“We are hyper-focused on improving and streamlining the OOH experience for our clients across Canada, and Vistar Verify helps us do just that,” says Scott Mitchell, managing director at Vistar Media Canada.
Mitchell says Vistar is launching the program in Canada, and the U.S., because the OOH sector has grown significantly in the last decade, and the concept of quality has taken on many meanings. “It’s more important than ever for Vistar, as a programmatic OOH marketplace leader, to instill confidence in our buyers and ensure their investments are going to the premium, impactful screens and environments they intended on,” he says.
Vistar is expanding the program after updating its demand-side platform (DSP) to help Canadian brands and agencies plan campaigns more efficiently. With that update, users can better understand the physical context of OOH advertising and see how their campaign will look in the real world. Advertisers have access to a new dashboard that allows them to view the media plan for their campaigns, including selected locations and estimated costs.
