We are in the midst of an out-of-home (OOH) advertising transformation, driven by the advent of programmatic technology. Globally, brands are embracing programmatic digital out-of-home (DOOH) to deliver highly targeted, contextually relevant messages at scale. Yet, many Australian marketers have been slower to adopt these innovations, particularly in leveraging the capabilities offered by Vistar Media’s upgraded demand-side platform (DSP). So, why aren’t Aussie marketers tapping into the game-changing potential of this technology?
Scalability: Going beyond borders
Australian brands have traditionally faced challenges in reaching diverse, widespread audiences. However, programmatic DOOH, and more specifically, Vistar Media’s global DSP, simplifies the process of running OOH advertising campaigns internationally. Vistar’s DSP allows advertisers to activate DOOH campaigns across 30+ countries using a single account, making global scalability more accessible than ever.
For example, Bench Media, an Australian digital media agency, recognised the power of Vistar’s global DSP to seamlessly activate OOH campaigns across markets like New Zealand, the UK, and the US. “Having the capability to more easily transact and run DOOH advertising campaigns across multiple markets in one single platform was a great addition to our media arsenal,” said Sebastian Diaz, Senior Digital Solutions Lead at Bench Media. Despite this success, many Australian marketers are yet to fully embrace this kind of scalability. What’s holding them back?
Precision targeting: Opportunities left on the table
One of the greatest advantages of programmatic DOOH is its ability to precisely target specific audiences. Vistar’s DSP takes this further, allowing Australian brands to tap into advanced data-driven targeting across global markets. By leveraging contextual targeting, real-world behaviours, movement patterns, and consumer preferences, brands can reach their ideal audiences at the right moment—whether they’re at home in Sydney or across the globe.
For example, Dutch Flowers successfully captured the attention of urban trendsetters in key European cities, including Amsterdam, London, and Berlin, by leveraging Vistar’s audience data. If Australian marketers utilised these capabilities, they could achieve similar results, targeting key demographics with precision and relevance, whether locally or internationally.
Real-time optimisation: Staying agile in a fast-paced world
The ability to adapt in real time is critical in modern advertising. Vistar’s DSP allows brands to optimise their campaigns based on real-time data, enabling adjustments to messaging, targeting, and creative elements on the fly. This agility ensures that campaigns remain relevant and engaging, regardless of shifting conditions.
Globally, brands are already reaping the rewards of real-time optimisation, yet many Aussie marketers continue to rely on more traditional methods. By embracing real-time data and optimisation tools, Australian brands can remain competitive, reacting quickly to consumer trends, weather changes, or market shifts, enhancing the effectiveness of their campaigns.
Essential strategies for going global
Adopting programmatic DOOH is not just about scaling; it’s about simplifying the complexities of running international campaigns. Historically, managing cross-country campaigns required navigating different currencies, inconsistent targeting capabilities, and fragmented performance metrics. Vistar’s upgraded DSP consolidates these efforts into a single platform, offering a unified dashboard, cross-currency budgeting, and the ability to target and measure campaigns across multiple markets.
Lucy Formosa Morgan, Managing Director at Magna Australia, highlighted this simplicity: “Vistar’s DSP enhancements break down nuisances and restrictions, now providing one centralised and consolidated view when planning a campaign. This is a major step for the programmatic OOH industry.”
By unifying cross-country campaigns, Australian brands can focus on what truly matters—delivering impactful and localised content that resonates across markets.
Why Australian brands should act now
Vistar Media’s DSP offers Australian marketers the chance to simplify their global campaign management, reach audiences more precisely, and optimise campaigns in real time—all from a single account. The tools to unlock global digital out-of-home (DOOH) advertising success are at their fingertips.
It’s time for Australian marketers to stop playing it safe and start leveraging the full potential of programmatic DOOH. The global market is waiting—will Aussie marketers rise to the challenge?
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