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Vistar Media, a provider of software for digital out-of-home promotion, has released creative capabilities for any DOOH screen connected to the Vistar supply-side platform, according to a company press release.
«Dynamic creative continues to push the out-of-home industry forward, allowing for messaging that can be highly tailored for relevance in a specific moment in time and use case without requiring endless manual work,» Laura Brandes, group director at Rapport, an OOH planning and buying agency, said in the release. «Combining dynamic creative with digital screens in a fully automated capacity unlocks a new way of thinking when it comes to planning and buying out-of-home media.»
Because OOH media involves a variety of formats, player software and hardware, there is complexity in delivering dynamic creative that will display properly across multiple different networks. Digital signage networks use a variety of content management systems, many of which have proprietary, non-standards support for dynamic content. While HTML5 is standard for online dynamic creative, each CMS in OOH handles support for HTML5 differently, requiring custom creative assets for each network.
«Advertisers today invest heavily in creative strategy for their digital channels and Vistar’s dynamic creative offering now allows us to extend that into the physical world through out-of-home,» Debbie Drutz, president of Novus Canada, an independent media agency specializing in planning and buying media, said in the release. «Our buyers can bring to life extraordinary data-driven campaigns with precision and efficiency.»
Vistar has developed a standardized spec for dynamic creative format for DOOH that works on DOOH software stacks. This solution is built to provide flexibility in working with different external data feeds, whether an advertiser has proprietary or preferred data or wants to work with Vistar to identify a provider.
«This is a game changer,» Ian Dallimore, VP of digital growth and programmatic, Lamar Advertising Co., the parent company of Vistar Media, said in the release. «Providing scalable dynamic creative capabilities puts out-of-home on an even playing field with other digital media channels. Advertisers can create compelling campaigns that respond to real-world data and activate in the real world.»