GlobeNewswire | May 12, 2023
Vistar Media, a cutting-edge global provider of programmatic technology for digital out-of-home (DOOH), announced today new data showing billboard advertising delivered full funnel lifts and results against key industry performance metrics. Vistar conducted an analysis of campaigns that utilized billboards* to determine the venue type’s effectiveness in delivering positive contributions toward awareness, consideration, intent and foot traffic, with the results demonstrating why billboards have remained a timeless staple in DOOH.
As one of the oldest advertising mediums, billboards have continued to cement their reputation for driving meaningful outcomes for advertisers for decades, with this new data showcasing just how effective the venue can be across programmatic activations. In the US market, billboard advertising within Vistar’s campaign activations in 2022 drove a:
Lift in awareness on 72% of campaigns
Lift in consideration on 82% of campaigns
Lift in intent on 79% of campaigns
Lift in foot traffic on 67% of campaigns
Advertisers from the retail industry ran the most billboard campaigns that included measurement in 2022, followed by consumer packaged goods (CPG), financial services and telecommunications.
The research explored how campaigns within each industry performed against the core metrics list below. The findings demonstrated:
Billboards drove lift in awareness on 92% of CPG campaigns, 67% of financial services campaigns, 57% of retail campaigns and 83% of telco campaigns
Billboards drove lift in consideration on 80% of CPG campaigns, 73% of financial services campaigns, 86% of retail campaigns and 75% of telco campaigns
Billboards drove lift in intent on 82% of CPG campaigns, 58% of financial services campaigns, 69% of retail campaigns and 91% of telecommunications campaigns
Vistar’s advanced suite of technology capabilities enable measurement for DOOH across both upper and lower funnel KPIs, such as awareness, consideration, intent and foot traffic. By partnering with the industry’s leading measurement providers such as MFour, Foursquare and others, Vistar conducts brand studies and foot traffic studies based on verified DOOH exposure.
“Billboards have always been a cornerstone of OOH advertising, and this data from our 2022 campaigns solidify the channel as an effective driver of key performance metrics for brands, regardless of industry,” said Eric Lamb, SVP of Supply at Vistar Media. “While OOH has evolved significantly over the past few decades, these results reaffirm our confidence in the power of roadside advertising in OOH, and how the format can maximize the impact of a campaign. We’re honored to partner with some of the largest billboard owners across the US, including Clear Channel Outdoor, Lamar Advertising Company and OUTFRONT Media, as well as hundreds of screens from independent operators, to connect their high-impact DOOH billboards with leading advertisers from around the world.”
With lower hardware costs and the rise of programmatic DOOH, media owner networks are able to monetize digital signage in new environments that weren’t previously possible, such as retail, healthcare, entertainment and more. However, this data shows digital billboards are still an extremely effective way to influence consumer behavior for a wide variety of verticals – making it more important than ever to consider billboards for future activations.
“This latest research affirms the power of billboards to drive awareness, connect brands with target audiences, and influence critical purchasing decisions when used within a data-driven DOOH campaign,” said Ian Dallimore, VP of Digital Growth for Lamar Advertising Company. “Roadside billboards have become an integral part of our daily lives. Lamar’s extensive nationwide digital network reaches and connects consumers on premium displays at key moments using impactful creative, reminding them what they want and need and piquing curiosity. As the use of first and third-party data continues to evolve, brands can further enhance their strategies to target based on behaviors, extend their reach, and amplify brand messaging.”
“Marketers are focused on quality, scale and impact when it comes to DOOH formats and screens,” said Wade Rifkin, EVP and GM, Programmatic, Clear Channel Outdoor (CCO). “We’re encouraged Vistar’s latest research underscores how billboards consistently deliver a data-rich programmatic buying experience that is measurable and optimizable, and that Clear Channel’s large format, premium digital billboard displays in top markets across the country have been proven highly effective at driving outcomes.”
“Billboard advertising is an incredibly effective medium for reaching a wide and diverse audience,” adds Neil Shapiro, VP of Programmatic at OUTFRONT Media. “Not only do billboards drive lifts in awareness, consideration and foot traffic, but they also optimize other media channels such as social, search and video, improving performance metrics across the board. When combined with the flexibility, targeting and speed to market offered by programmatic, billboard advertising becomes a powerful and measurable tool for brands looking to increase awareness and drive sales.”
*This analysis reflects US DOOH campaigns Vistar measured in 2022 that included billboards.
About Vistar Media
Vistar Media is the leading global provider of programmatic technology for digital out-of-home (DOOH). With a mission of enhancing every OOH transaction with automation, data and measurement, Vistar has established the most comprehensive marketplace for programmatic out-of-home transactions via a demand-side platform (DSP), supply-side platform (SSP), and data management platform (DMP). Vistar also offers core infrastructure software for media owner networks, via the Vistar Ad Server and device and content management platform (Cortex). For more information, visit www.vistarmedia.com or follow us on LinkedIn, Twitter and Facebook.
Business Wire | March 29, 2023
CitrusAd and sponsorcart.io partner to deliver on-site shoppable video ad technology to retail media networks in the U.S. and abroad. The CitrusAd and Sponsorcart partnership simplifies video campaign activation, and retail monetization, making it easier than ever for brand advertisers across the globe to activate shoppable video campaigns on retail media networks. Brands can implement, manage and scale video ad creative alongside, add-to-cart functionality for corresponding SKUs that enables closed-loop, transparent measurement of return-on-ad-spend (ROAS). The new, innovative video ad formats will drive high-impact engagement for brands and fetch greater CPM in the retailer’s revenue stream.
“CitrusAd is excited to scale these dynamic and innovative video ad formats. Brands will be able to easily align commercial video assets with SKUs directly within the path-to-purchase in a shopper-relevant manner. These enhanced shopper experiences deliver tremendous storytelling power and an attractive way for retailers to expand their media offering,” said Adam Skinner, Managing Director, Retail Media Networks, CitrusAd.
“Our goal was to make it easy for video to play a larger role in retail media. We are delighted to tie our video ad platform to CitrusAd to make shoppable video ad campaigns dynamically populate in a native and personalized manner with lightning-fast load times,” said Stephen Caffrey, CEO and co-founder of Sponsorcart.
Advertisers spend $50BN per year in video ad spend as 66% of customers prefer video when learning about a new product. Retailers can improve customer experiences while earning up to five times CPM when adding video to advertising campaigns.
Both companies will be at ShopTalk in LasVegas this week to provide further insight on the benefits of shoppable video.
Sponsorcart.io is an onsite, end-to-end, shoppable video platform built for Retail Media Networks (RMNs). The platform makes it simple to launch and manage high-impact, unique video ad formats. Add-to-cart functionality provides closed-loop analytics for transparent and measurable ROI. Sponsorcart’s shopper centric, video solution appears natively along the path-to-purchase with dynamic SKU optimization led by privacy protected, first-party retailer data for personalized relevancy at scale.
CitrusAd is a leading retail media company and part of Epsilon, a global advertising and marketing technology company. The CitrusAd, powered by Epsilon platform, sits at the center of Publicis Groupe’s comprehensive, scalable retail media network offering. By harnessing the power of first-party data and industry-leading identity resolution, the unified, self-serve platform delivers shopper-relevant advertising experiences on commerce websites and across the open web resulting in higher conversions. Leading retailers across the globe rely on CitrusAd to help grow retail media as a core function for incremental media revenue and sales volume that delivers great ROI for brands. For more information, visit citrusad.com.
AD TECH AND MARTECH
Sam’s Club | April 26, 2023
Sam's Club®, a division of Walmart Inc. and a leading membership warehouse club, announces the launch of its new partner program for Sam's Club Member Access Platform (MAP). MAP Partners Club connects advertisers with a certified network of agencies and technology providers to maximize campaign performance. MAP Partners Club launches with three technology partners — CommerceIQ, Pacvue and Skai — and two managed service partners — Flywheel and Stackline — with more to come.
MAP Partners Club makes it easy for advertisers to identify authorized partners who can help them plan, buy, optimize and scale their advertising campaigns. Through partners, advertisers can enhance their campaigns with bidding and budget optimization, day-parting, advanced analytics and insights and more.
"One of the pillars of our mission here at MAP is to make it 'Easy to Buy' for our advertisers," said Austin Leonard, Head of Sales, Sam’s Club Member Access Platform. "We know that our advertisers often work with multiple partners for media planning and execution across multiple networks and ad tech providers. Through MAP Partners Club, they can leverage world-class partners to integrate Sam’s Club advertising, providing one place to buy and assess performance of sponsored product campaigns — all while driving growth."
Advertisers and agencies who work with Sam's Club MAP can immediately buy sponsored products ads along with campaign-enhancing technologies provided by Commerce IQ, Pacvue and Skai, using a self-service interface. Additionally, for advertisers who prefer to work with a full-service agency for ad buys, they can immediately begin buying Sam’s Club MAP ads via Flywheel and Stackline. Additional partners and functionalities will be added to the program in the near future.
For partners, MAP Partners Club provides direct access to thousands of potential customers across the Sam’s Club spectrum of suppliers and advertisers. Once approved, partners in the program will be identified with easy-to-understand, color-coded badges — tech, agency and more — making it easy for advertisers to connect with and implement the partners they need.
MAP Partners Club adds new capabilities to the already powerful Sam’s Club MAP product suite, enhancing it for advertisers and partners — but most importantly, this will help deliver an improved ad experience for members, making the Sam’s Club shopping experience better than ever.
For more information, visit the MAP Partners Club homepage.
About Sam’s Club
Sam’s Club®️, a division of Walmart Inc. (NYSE: WMT), is a leading membership warehouse club offering superior products, savings and services to millions of members in nearly 600 clubs in the U.S. and Puerto Rico. Now in its 40th year, Sam’s Club continues to redefine warehouse shopping with its highly curated assortment of high-quality fresh food and Member’s Mark® items, in addition to market leading technologies and services like Scan & Go™️, Curbside Pickup and home delivery service in select markets. To learn more about Sam's Club, visit the Sam's Club Newsroom, shop at SamsClub.com and interact with Sam's Club on Twitter, Facebook and Instagram and TikTok.
About Sam’s Club Member Access Platform At Sam’s Club, we are member obsessed. We lead with this obsession by offering a curated assortment of high-quality products at an incredible value. We lead with this obsession by providing our members with a multi-touchpoint experience, whether they are shopping our Clubs, on SamsClub.com, in-app or with Curbside Pickup and Delivery. We lead with this obsession every day.
We know our members want a shopping experience that is easy, convenient and personalized. And we know that our agencies, ad tech platforms, suppliers and marketers want to reach our members efficiently and effectively. With Sam’s Club Member Access Platform (MAP), our journey starts with our members. Next, we create and give partners experiences, tools and opportunities that help members discover new products at the time they need and want them.
MAP’s mission is to provide the most valuable and additive ads experience to our members. It's our member-first approach that differentiates us, along with the combination of our platform, our products, our people, our processes and our first-party data.