Vistar Media, a global provider of out-of-home (OOH) media, announced on Tuesday an agreement with Western Union to manage and monetize its network of more than 2,200 digital out-of-home (DOOH) screens across Canada, the U.S. and Brazil. Leveraging Vistar’s ad server, player and/or supply-side platform (SSP), Western Union says it’s transforming its marketing screen assets into a retail media network aimed at reaching multicultural audiences.

Through Vistar’s technology, Western Union says its mix of existing and newly-installed screens have been revitalized, enabling the financial services corporation to manage its network while unlocking programmatic and enhancing direct buying revenue streams. According to Vistar, the results will lead to increased scale, higher audience engagement and a steady growth trajectory for the network.

“Western Union’s approach to building a media network aligned perfectly with Vistar’s mission to redefine what’s possible in digital out-of-home advertising,” says Eric Lamb, SVP of enterprise solutions at Vistar Media. “With our modern stack of technology solutions, we’ve helped Western Union turn screens that were once underutilized into a vibrant, high-performing media network. This partnership showcases how advanced technology can empower a global financial leader to connect authentically with a specific audience, generate meaningful revenue and drive measurable results for advertisers.”

Western Union says its retail media network attracts advertisers looking to reach a diverse audience. The screens are strategically located in the heart of multicultural neighborhoods and reside where individuals are cashing checks, sending money or shopping at grocery, convenience and other retailers – providing a touchpoint at moments of decision-making. Data indicates that Western Union’s customers are 70% more likely to make a purchase immediately after engaging with these services, highlighting the network’s potential to drive impactful results for brands, Vistar Media says.

“Partnering with Vistar Media has been a game-changer for us,” says Josh Bernstein, director of media network operations at Western Union. “With their advanced technology, we’ve turned screens that were once underperforming into a dynamic media network that truly reflects the communities we serve. Vistar’s tools have not only made managing our network seamless but have also opened the door to new revenue opportunities, all while helping us connect our advertisers with multicultural audiences who are often overlooked by traditional advertising.”

Vistar’s says its technology is also providing mediation capabilities and integrations to Western Union, ensuring the efficient execution of campaigns across geographies.