Vistar Media Enters Latin America

Vistar Media, a New York-based out-of-home (OOH) media provider, has partnered with PRODOOH, a programmatic digital OOH media company based in Mexico City, to bring Vistar’s advertising capabilities to Latin America. 

The PRODOOH team of local experts will leverage Vistar’s technology solutions to develop programmatic OOH across Latin America, beginning in Mexico and Brazil, with plans to expand to Argentina, Chile, Colombia and Peru this spring, according to a joint media release.

As of April 16, advertisers and media owners can leverage the following Vistar platforms in Mexico and Brazil:

• Demand-side platform (DSP): Vistar’s DSP connects marketers to its network of ad space in DOOH. Now, it can be used programmatically to plan campaigns that leverage hyper-contextual storytelling and to incorporate OOH into omnichannel marketing strategies.
• Supply-side platform (SSP): Vistar’s SSP brings automation to physical ad space in order to make DOOH bidding and buying more efficient to marketers at scale. This connects media owners in Latin America to demand around the world through Vistar’s network of buyers across North America, Europe and Asia Pacific.

“Teaming up with PRODOOH to bring OOH solutions to Latin America is an exciting stepping stone for Vistar in our broader global expansion plans,” Eugenie Chen, senior vice president, strategy and partnerships at Vistar Media, said in the release. “Our goal at Vistar is simple – help marketers leverage OOH’s unique ability to motivate and delight, while giving media owners the tools they need to manage their OOH inventory networks efficiently. This partnership aims to do just that, and we couldn’t be more excited to extend our global demand into Latin America, while offering advertising partners around the world more opportunities to reach their audiences in this growing market.”

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Outdoor ad spend in Latin America is expected to increase to $1.59 billion in 2024, according to Statista, as more advertisers incorporate OOH media in their wider marketing plans. With programmatic DOOH specifically, advertisers can leverage enhanced audience targeting, higher brand exposure, fast campaign activations, increased flexibility and evidence-based measurement, per the release.

“We understand there’s a greater need to drive growth of the OOH category across Latin America, and an opportunity to inform buyers and media owners of the immense potential programmatic technology can bring to this channel,” added Roberto L’hopital, CEO and co-founder at PRODOOH. “With that, it's become crucial to align ourselves with partners who embody a shared vision for what OOH can do for advertisers, both locally and globally, and how media owners can benefit from opening up their unique inventory to more demand.”

“Vistar and PRODOOH’s partnership has unlocked a whole new world of demand for us, and a seamless, central way to extend our premium inventory across campaigns both locally and around the world,” added Tony Azuri, CEO of Out of Home Digital (formerly known as Screencast). “Not only are we no longer limited to advertisers local to Latin America, but our robust inventory network is now connected to demand from global buyers who value pushing boundaries when it comes to their OOH campaigns – from dynamic capabilities, flexible buying experiences and advanced targeting and measurement solutions – that ultimately deliver stronger, more impactful campaigns across our screens.”