Vistar Media, a global provider of technology solutions for out-of-home (OOH) media, has expanded into China through a strategic partnership with VIOOH.

The move provides access to over 864 digital out-of-home (DOOH) screens in Beijing and Shanghai across the JCDecaux network. It is Vistar's second partnership in China within a fortnight, following a recent collaboration with China DOOH announced in late May.

The partnership allows brands to run campaigns across the Asia-Pacific region, demonstrating Vistar Media's commitment to serving all markets in the region. Vistar Media, with offices in Sydney and Singapore, is set to extend its digital out-of-home footprint across JCDecaux's programmatic inventory in mainland China through VIOOH.

"We are excited to join forces with VIOOH in China, expanding our already growing footprint and programmatic DOOH capabilities in this global market. This collaboration is a testament to Vistar Media's commitment to pioneering advancements and broadening our reach in the APAC region," said Managing Director - APAC at Vistar Media, Ben Baker.

Additional inventory is expected to be integrated by the end of 2024. VIOOH plans to expand in the second half of 2024, targeting high-value mediums at two Shanghai airports. Through VIOOH's Supply Side Platform (SSP), advertisers connected to Vistar's demand-side platform (DSP) can access more than 864 DOOH screens in China's major urban centres.

"We're excited to announce our partnership with VIOOH in China, and to expand Vistar's already growing presence across the country. This partnership means that our expansive network of demand clients now have access to JCDecaux's high-quality inventory across Mainland China," said SVP, Strategy & Partnerships at Vistar Media, Eugenie Chen.

JCDecaux's inventory network includes premium, high-visibility signage across major metro and subway stations in Beijing and Shanghai. VIOOH and Vistar Media plan to help brands improve the flexibility and accuracy of DOOH with the application of programmatic buying, a cutting-edge trading model, and provide data-driven media planning and optimisation services.

"It is a great honour for VIOOH and Vistar Media to continue to expand our global partnership into the mainland China market. Our cooperation will definitely benefit brands and bring them to the next level in omni-channel marketing," said CEO VIOOH China, Calvin Chan.

"As the developer and operator of Shanghai Metro and Beijing Metro media, we look forward to working together with VIOOH and Vistar Media to help brands improve the flexibility and accuracy of DOOH," said CEO of Metro Division and Data at JCDecaux China, Grace Zhou.