Eyeota and Vistar Media unveils partnership as DOOH market grows in Australia

Global data provider for digital marketing, Eyeota has announced a partnership with programmatic technology company for digital out-of-home (DOOH) advertising, Vistar Media. Eyeota, a subsidiary of Dun & Bradstreet, is aiming to enhance audience targeting capabilities for advertisers by utilising the Vistar DSP platform through the partnership.

The partnership is in line with the anticipated growth expected in the DOOH and prDOOH space in 2024. Last year, VIOOH, a global digital out-of-home (DOOH) supply-side platform, published its annual research on the programmatic DOOH (prDOOH) market. The study revealed a robust future for prDOOH, with its popularity on the rise, particularly in Australia.

According to the findings, over the past 12-18 months, prDOOH has been incorporated into more than a third (37%) of campaigns by Australian advertisers, with an anticipated increase to 43% in the next 18 months. Survey respondents in Australia indicated their intention to boost spending by over a third (34%) during this period.

Furthermore, nearly a third of Australian advertisers (28% and 29% respectively) are reallocating budgets from other digital and traditional channels, while 15% are earmarking new budgets specifically for prDOOH. Although only 7% of primary OOH teams are expected to access new budgets for prDOOH, this figure rises to 17% for digital/programmatic teams.

See also: New VIOOH report: Programmatic DOOH ad spend to increase by a third

Trent Lloyd, head of Eyeota for the Asia Pacific region, said of the partnership: "Our collaboration with Vistar Media is the beginning of a new chapter for marketers in APAC. By integrating Eyeota's rich audience data into the Vistar DSP, advertisers gain unprecedented addressability for programmatic DOOH campaigns."

Ben Baker, Vistar’s managing director for the Asia Pacific, added: "We are thrilled to partner with Eyeota to provide our clients with best-in-class audience data for their DOOH campaigns.

"With Eyeota's comprehensive audience targeting capabilities, advertisers can now optimise their programmatic DOOH campaigns, driving greater engagement and ensuring their messages resonate with their intended audiences."

See also: Vistar Media announces three promotions across their APAC operations

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Top Image: Trent Lloyd