Vistar Media, a global provider of technology solutions for out-of-home (OOH) media, has expanded its demand side platform (DSP) to provide global scale.

The upgraded DSP allows advertisers to connect with and purchase advertising space on any digital out-of-home (DOOH) screen, regardless of its location. The enhancements aim to simplify the complexities of planning and executing cross-national campaigns, a move that could reshape the landscape of programmatic DOOH advertising.

"We've recognised a growing need to run impactful, thoughtfully created programmatic DOOH campaigns globally - not just in a single market," said Ciara Kennedy, SVP of Product at Vistar Media. "Planning and executing cross-market campaigns can be tricky, but it's our mission at Vistar to simplify the complex, and deliver our advertising partners the tools they need to run effective campaigns wherever and however they need. I'm excited to say our upgraded global DSP delivers on that promise."

The new DSP offers a unified planning experience that supports cross-national buying, simplifying campaign setup, execution, and management for advertisers. It now supports cross-currency transactions and budget management, displaying all prices in the buyer's local currency. Advertisers can now target audiences and measure campaign performance across multiple countries within a single platform.

"We have a handful of clients that want to run campaigns not just in our market, but across New Zealand, the UK, the US, you name it," said Sebastian Diaz, Senior Digital Solutions Lead at Bench Media. "So for us, having the capability to more easily transact and run OOH campaigns across multiple markets, in one single platform, was a great addition to our media arsenal. Vistar's global DSP has been very easy to use, has an excellent UI experience and ultimately allows you to plug and play exactly what you need when setting up your campaign - minus the normal complexities that come with running global campaigns."

The enhancements aim to address challenges in planning cross-country DOOH campaigns, such as managing multiple DSP seats for different countries, transacting and managing budgets across different currencies, and limitations on targeting and measuring campaign performance across different countries.

"Historically, running OOH campaigns across multiple countries can be a headache, as you have to navigate different currencies, targeting and measurement limitations that differ by country, and other considerations that make campaign planning more time-consuming than it needs to be," said Lucy Formosa Morgan, Managing Director at Magna Australia. "Vistar's DSP enhancements break down those nuisances and restrictions, now providing one, centralised and consolidated view when planning a campaign. This is a major step for the programmatic OOH industry and will help to open up further opportunities for campaign optimisation and performance measurement on a global scale."