Haleon has tapped Vistar Media as its programmatic OOH advertising partner in all key markets where the healthcare brand is present.

Through the partnership, Vistar will collaborate with Publicis, Haleon’s media agency, to drive OOH campaigns. Leveraging Vistar’s technology, including the demand-side platform (DSP), Haleon will be able to execute data-driven, customized DOOH campaigns, according to a release.

The partnership marks a major milestone for Haleon, which has been investing in large-scale media channels to reach wider audiences, the healthcare brand said. Working with Vistar will enable the company to boost its global media presence, ensuring that its different brands (Sensodyne, Otrivin, Polident, Corsodyl, Centrumconnect and Panadol) connect with consumers through a dynamic environment, said Brook Minto, global investment director of marketing edge at Haleon.

Vistar partners with Haleon after creating a new position to leverage the impact retail media networks are having on advertising and find innovative ways for brands to interact with consumers beyond conventional digital platforms. The company hired former Epsilon Retail Media EVP Sean Cheyney to be its head of retail media, with the primary task of helping retailers, brands and agencies in integrating Vistar’s DOOH and programmatic solutions (particularly in-store digital signage) into their retail media operations.