Vistar becomes first DOOH programmatic platform to offer Comscore’s activation audiences

Comscore, 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.

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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.”

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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.

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