Home > News > featured news > Comscore Announces Agreement with Vistar Media to Deliver Digital Out-of-Home (DOOH) Programmatic Audience Targeting

ADVERTISER PLATFORMS

Comscore Announces Agreement with Vistar Media to Deliver Digital Out-of-Home (DOOH) Programmatic Audience Targeting

Comscore | October 28, 2021

Comscore (Nasdaq: SCOR), a trusted partner to more than 3,000 clients across local stations, national networks, station groups, advertising and media agencies, and the entire Movies ecosystem, today announced an agreement with Vistar Media, the leading global provider of programmatic technology for digital out-of-home (DOOH). Under the agreement, Comscore Activation audiences, spanning demographics, personas and cross-platform media consumption, are now available for the first time for DOOH programmatic targeting through Vistar.

The rapid growth in programmatic DOOH means that advertisers are urgently seeking more granular audience insights that can drive even greater campaign impact. By leveraging Comscore audiences, Vistar will help expedite the growth and cross-over of DOOH into omnichannel programmatic buying. Vistar can now offer their buyers targeting based on Comscore audiences used across media channels, such as "Sports" and "Reality" TV genres or "Cord Cutters."

"We are excited to partner with Comscore to provide their industry-leading audience segments to buyers for DOOH campaigns, allowing marketers to extend their preferred data strategies into the physical world," said Laura Kasakoff, Data Partnerships Director at Vistar Media. "With our new partnership, buyers have access to more granular consumer behaviors that have traditionally not been available for DOOH targeting."

"We are excited to partner with Vistar Media to bring Comscore's best-in-class audiences to DOOH targeting," said Jess Trainor, Vice President Ad Platforms, Comscore. "At a time when digital out-of-home continues to grow in importance to advertisers, Vistar's leadership in DOOH programmatic paves the way for continued growth and innovation within the DOOH space."

Vistar is the first DOOH programmatic platform to launch Comscore audiences, which are available on all programmatic platforms and have traditionally been leveraged for desktop, mobile, Connected TV and podcast advertising. The goal is to make all Comscore audiences DOOH-accessible to ensure advertisers have the ability to use the same audience targeting across all channels.

Beyond supporting targeting for DOOH, Comscore has been focusing on delivering the next generation of DOOH measurement. As part of this, Comscore is developing solutions to precisely measure traditional outdoor platforms such as roadside billboards, street furniture, and place-based advertising platforms that are designed to reach consumers in retail spaces, business and medical offices, colleges, entertainment venues, transportation hubs, cinema and more.

Comscore Audience Activation™ offers programmatic audience segments powered by Comscore's massive data assets for digital, mobile, CTV, podcasts and DOOH campaigns. Comscore Audience Activation helps advertisers improve campaign performance using demographics, cross-platform TV viewership, streaming behaviors, and personas to get key messages in front of the right consumers.

About Comscore
Comscore (NASDAQ: SCOR) is a trusted partner for planning, transacting and evaluating media across platforms. With a data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights, Comscore allows media buyers and sellers to quantify their multiscreen behavior and make business decisions with confidence. A proven leader in measuring digital and TV audiences and advertising at scale, Comscore is the industry's emerging, third-party source for reliable and comprehensive cross-platform measurement. For more information, visit comscore.com.

About Vistar Media
Vistar Media is the leading global provider of programmatic technology for out-of-home, bringing enterprise-grade software that was purpose-built for the unique requirements of digital signage. Vistar provides a global demand-side platform (DSP) for buyers to activate data-driven programmatic campaigns and a supply-side platform (SSP) to connect signage operators to digital revenue. Vistar also powers some of the world's most advanced signage networks with device & content management software (Cortex) and ad serving technology. Vistar was founded in 2012 and is headquartered in New York, NY.

Spotlight

Introducing Playwire's Data and Audience Solutions for Programmatic Media Buyers

Since Playwire’s inception 15+ years ago, our data collection and targeting capabilities have been at the core of our ability to deliver high-performing, revenue-amplifying ad tech strategies for both publishers and advertisers.

Now, using all we have learned over the years, we are proud to offer direct access to our exclusive data and custom segmentation as a standalone solution for audience targeting.

More featured news

Spotlight

Introducing Playwire's Data and Audience Solutions for Programmatic Media Buyers

Related News

AD NETWORKS

ReBid adds Amazon Ads and TikTok Ads to its Unified Madtech Intelligence Platform

Business Wire | March 31, 2023

ReBid, the leading unified Madtech Intelligence platform, announced today the integration of Amazon Ads and TikTok Ads, enabling customers to activate, manage and get unified reporting and dashboard across multiple search, social, programmatic and commerce ad platforms. With the addition of Amazon Ads and TikTok Ads, ReBid has extended its capability to two of the biggest ad platforms globally in terms of reach. ReBid's customers can now easily compare key performance indicators (KPIs) across these platforms and across other integration partners to eliminate ad spend wastage. Moreover, the integration has made ReBid a verified Amazon Ads partner, adding to its growing list of programmatic platforms including Google, Meta, Twitter, LinkedIn, DV360 ads, and other 10+ programmatic ad platforms. "We are excited to integrate Amazon Ads and TikTok Ads into our unified Madtech Intelligence platform, providing our customers with access to these highly popular ad platforms," said Rajiv Dingra, Founder & CEO of ReBid. "Our unified reporting and dashboard provide a comprehensive view of key performance indicators (KPIs) across all advertising and marketing channels, enabling our customers to gain a complete understanding of their customers' journey. This empowers them to optimize their ad spend and attain their business goals with greater precision and efficiency." The integration of Amazon Ads and TikTok Ads underscores ReBid's commitment to providing the best advertising solutions to its customers and to help them achieve their business objectives through effective advertising strategies. "As the advertising landscape continues to evolve, it's crucial for businesses to stay on top of emerging trends and adopt innovative solutions to achieve their advertising goals," said Ashish Bhasin, Co-founder and Chairman, ReBid. "ReBid's integration of Amazon Ads and TikTok Ads into its unified Madtech Intelligence platform is a testament to the company's commitment to providing cutting-edge advertising solutions to its customers. This will undoubtedly empower businesses to make more informed decisions about their ad spend, improve their ROI, and drive growth in a highly competitive market." For more information about ReBid and its services, visit us at www.rebid.co. AboutReBid ReBid is a Unified MADTech Intelligence Platform empowering data-driven marketers for omnichannel activation, measurement and automation. Our platform, which is ready for the cookieless world uses proprietary AI based algorithms that leverages MadTech (MarTech + AdTech) to simplify digital marketing. ReBid has unified workflows, data harmonization and real-time automated reporting. This translates into an immediate saving of 40% on resources and leads to incremental Returns on Ad spends (ROAS) by over 30%.

ADVERTISER CAMPAIGN MANAGEMENT

Seedtag Launches Industry First Generative AI Capability for Contextual Dynamic Creatives

PR Newswire | May 22, 2023

Seedtag, the leading global contextual advertising company, has launched a powerful new generative AI capability that gives brands and agencies the capacity to build tailored creative based on the context of the surrounding page-level content. Advertisers can now benefit from iterations of ads that better fit "where they live" online. One creative now has infinite opportunities - saving time and resources. Generative AI has been fully integrated into Liz, Seedtag's contextual AI platform that provides Deep Learning, Computer Vision and Natural Language Processing capabilities. Liz fully understands the desired contexts for the client's ad campaign and creates prompts to modify the original creative based on the best possible outcome. The AI generative platform builds new creatives using the insight driven prompts that target specific audiences and meet campaign objectives, according to the brand's creative brief. While Seedtag already employs AI in its advertising offering to categorize the content of articles and contextualize creatives, generative AI provides advertisers more sophisticated creatives that perfectly match the content of the articles. This increases the effectiveness of contextual creatives even further, as studies from Lumen and Xandr have already shown that aligning context and creative generates a 20% uplift in attention and increases CTR by 1.6x. To ensure a brand's creative integrity is always upheld, Seedtag's leading global design team oversees every AI-generated creative before presenting to advertisers - fusing the best of both worlds: state-of-the art tech with a human touch. Fernando Pascual, VP of Design at Seedtag, states: "Outstanding creatives are vital to the success of any ad campaign, but it's equally important that these creatives are relevant to the context in which they're served. By integrating Liz with generative AI technology, we can offer our clients contextual creatives that integrate seamlessly with the context in which they will be displayed, helping them win the attention battle and drive better results, while also saving time and resources." AboutSeedtag Seedtag is the leading global contextual advertising company that creates highly impactful and engaging solutions for relevant premium visual content, powering targeting and returns for top publishers and the finest brands. The company’s contextual AI allows brands to engage with consumers within their universe of interest on a cookie-free basis. Seedtag was founded in 2014 by two former Googlers with a clear mission: to change how online advertising is done. Today Seedtag has a large international presence with over 450 employees across the United States, UK, France, Spain, Italy, Germany, Netherlands, Dubai, India, Mexico, Brazil, Colombia, Argentina, and Chile.

AD TECH AND MARTECH, ADVERTISER PLATFORMS

DeepIntent and Roku Research Reveals 79% of Adults 50+ Stream, Are More Amenable to Advertising Than the General Population

PR Newswire | May 16, 2023

DeepIntent, the leading healthcare advertising technology company built to influence better patient health and business outcomes, revealed new research that illuminates the streaming habits and impact of pharmaceutical advertising on adults over the age of 50. In partnership with Roku, Inc., DeepIntent shared the research at the company's second annual Innovating with Intent event focused on the future of connected TV (CTV) in the pharmaceutical industry. Because people are more likely to be diagnosed with conditions as they age, older patients are naturally an important demographic for pharmaceutical advertisers. Surveying more than 3,000 U.S. adults across every age group, DeepIntent and Roku dispelled the common misconception that older patients aren't as easy to reach on CTV as younger audiences. Marking the fourth time DeepIntent has surveyed patients to better understand their feelings toward pharmaceutical advertising and how it factors into their health and wellness journeys, the research found that 79% of adults 50 and over use streaming services. The research also found that 66% prefer advertising-based video-on-demand (AVOD) services, which means that these so-called "silver streamers" are even more amenable to advertising than the general population. Continuing to grow in popularity, CTV enables pharmaceutical brands to reach this demographic with messaging that's both relevant and privacy-safe. However, just 23% of patients 50 and over find the pharmaceutical ads they see on streaming services relevant to their lives, compared with 40% of patients under 50. "Pharma advertisers don't always use data-driven programmatic targeting on CTV to its full potential. As a result, silver streamers feel ads aren't relevant, which in turn makes them less likely to inspire action," said Marcella Milliet Sciorra, Chief Marketing Officer at DeepIntent. "DeepIntent was founded with the core belief that advertising technology can measurably improve patient outcomes, and our research highlights a massive opportunity for pharmaceutical brands to do that by reaching their most coveted demographic with relevant messaging on CTV." "People 50 and over are the primary audience for many pharma brands, who may not realize that this demographic is really driving streaming growth," said Eric Lloyd, Head of Industry, Health, at Roku. "There is a tremendous opportunity to reach people over 50 in streaming environments, which offer much more than traditional TV in terms of impacting the patient journey and driving script lift. The survey results only confirmed that it's paramount for pharma advertisers to capitalize on this paradigm shift." Conducted between March 9 and 16, the survey also found: 77% of patients 50 and over have a diagnosed condition 49% of patients 50 and over view relevant advertising positively 7% of patients 50 and over have made an appointment to see a healthcare provider (HCP) after seeing a pharmaceutical ad, compared with 21% of patients under 50 96% of cord-cutters 50 and over are happy with their decision to cancel their cable/satellite TV service and more To learn more about DeepIntent, visit www.deepintent.com/. About DeepIntent With a core belief that advertising technology can measurably improve the lives of patients, DeepIntent is leading the healthcare advertising industry into the future. Built purposefully for the healthcare industry, the DeepIntent Healthcare Advertising Platform is proven to drive higher audience quality and script performance with patented technology and the industry's most comprehensive health data. DeepIntent is trusted by 600+ pharmaceutical brands and all the leading healthcare agencies to reach the most relevant healthcare provider and patient audiences across all channels and devices. For more information, visit DeepIntent.com or find us on LinkedIn. About Roku, Inc. Roku pioneered streaming on TV. We connect users to the content they love, enable content publishers to build and monetize large audiences, and provide advertisers with unique capabilities to engage consumers. Roku TV™ models, Roku streaming players, and TV-related audio devices are available in various countries around the world through direct retail sales and/or licensing arrangements with TV OEM brands. Roku-branded TVs and Roku Smart Home products are sold exclusively in the United States. Roku also operates The Roku Channel, the home of free and premium entertainment with exclusive access to Roku Originals. The Roku Channel is available in the United States, Canada, Mexico, and the United Kingdom. Roku is headquartered in San Jose, Calif., U.S.A.