Vistar Media integrates audio OOH to reach in-store shoppers programmatically

The Trade Desk becomes the first DSP to offer omnichannel programmatic access to this emerging audio in-store channel.

Today, digital out-of-home technology provider Vistar Media announced the extension of its OpenRTB integrations to include programmatic access to audio out-of-home inventory. On the demand side, omnichannel DSP The Trade Desk becomes the first mover in providing audio OOH to advertisers and agencies. 

The inventory includes sites that are part of the network assembled by location-based audio OOH advertising and experience company Vibenomics. This technology is available at over 6,000 locations in 49 states, reaching over 200 million people, according to the company.

In-store experiences. With an emphasis on in-store experiences at grocery stores, Vibenomics audio OOH is currently used by over 150 brands at Kroger and Kwik Trip locations. The experience enables advertisers to play targeted messages to shoppers when they are close to products in-store. Top categories who use this technology include consumer packaged goods, automotive, lottery and financial services.

The Vibenomics platform allows advertisers to play background music and update the environment with promotional messaging and live updates to drive sales.

Why we care. Hearing promos at a grocery store isn’t a new experience, but that’s where the technology comes in. In the OOH space, digital transformation is all about providing seamless access for the right advertisers to reach the right audience. When brands and agencies can tap into an omnichannel DSP like The Trade Desk and execute a campaign that combines, for instance, bus shelters at the street level, and then screens or audio in-store (and possibly a nudge in a mobile ad) then they are moving down-funnel in step with their customers.

The post Vistar Media integrates audio OOH to reach in-store shoppers programmatically appeared first on MarTech.


About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.


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