Bauer Media Outdoor announces a strategic partnership with Vistar Media, aimed at enriching the deployment of its multi-SSP programmatic tool, Bauer Media Outdoor LaunchPAD. The aim? Facilitate new connections to its DOOH inventory to reach an ever larger audience.

A strategic collaboration

This partnership marks another significant step in Bauer Media Outdoor's programmatic digital out-of-home (pDOOH) development. In a continuing effort to enrich its programmatic offering and make it ever more accessible, the advertising network has integrated Vistar Media's SSP into its multi-SSP tool, Bauer Media Outdoor LaunchPAD. Belgian and international advertisers, agencies and omnichannel platforms have access to advanced programmatic capabilities to plan, activate and measure targeted campaigns on more than 1,000 digital screens across the country, including in stations and on the street, and on more than 12,000 screens across Europe. This system guarantees a fast, easy and reliable connection to DOOH inventory, offering unrivalled flexibility in reaching diverse audiences.

And already a success story

The success of this collaboration is already reflected in an initial campaign in collaboration with digital agency Clicktrust, which ran during May and June for Honda robot lawnmowers. The campaign benefited greatly from Bauer Media Outdoor's uniform coverage, while targeting the brand's points of sale where the lawnmowers were available. This targeting was made possible thanks to the Bauer Media Outdoor platform, which is fed by data rich in information about the audiences for its billboards. This partnership and campaign demonstrates Bauer Media Outdoor's ability to collaborate with specialist digital performance agencies to deliver effective and targeted advertising campaigns.

Gido Andriessen, Benelux Lead at Vistar Media, said, "I am delighted that Bauer Media Outdoor Belgium's qualitative inventory has been added to Vistar's SSP. This integration enhances our ability to excel in data utilisation, dynamic creative optimisation (DCO) and measurement opportunities for all buyers using Vistar's DSP and our partner DSPs such as The Trade Desk and DV360."

Baudouin van de Berg, Sales Director Bauer Media Outdoor Belgium, concludes, "We are delighted with this partnership with Vistar Media, which opens up new opportunities by offering our customers new access to our dynamic, high-performing and innovative advertising solutions. With a shared vision of out-of-home as a timeless and responsible medium, we are aligned in our mission to create the future of media."