In a landmark collaboration, Vistar Media, the global leader in technology solutions for out-of-home (OOH) media, has announced a strategic partnership with VIOOH to extend its digital out-of-home (DOOH) footprint across JCDecaux’s premium programmatic inventory in Mainland China. This partnership will enable Vistar’s advertising partners to access JCDecaux’s extensive network of 864 premium DOOH screens in key urban centers like Beijing and Shanghai, with more inventory slated for integration by the end of 2024.
Expanding Reach in Major Urban Centers
The partnership marks a significant milestone for Vistar Media, which is committed to enhancing its presence in China. “We’re excited to announce our partnership with VIOOH in China, and to expand Vistar’s already growing presence across the country,” said Eugenie Chen, SVP, Strategy & Partnerships at Vistar Media. “This partnership means that our expansive network of demand clients now have access to JCDecaux’s high-quality inventory across Mainland China – enabling global advertisers to reach the nation’s largest affluent audience in a meaningful, contextually relevant way.”
Strategic Location for Maximum Impact
Advertisers connected to Vistar’s demand-side platform (DSP) can now leverage more than 864 DOOH screens in China’s major urban hubs through VIOOH’s SSP. JCDecaux’s network features high-visibility signage in major metro and subway stations in Beijing and Shanghai, strategically located in areas with high dwell times. This positioning maximizes the potential reach and exposure for brands targeting affluent audiences.
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A Collaborative Effort
Calvin Chan, CEO of VIOOH China, expressed his enthusiasm for the partnership: “It is a great honor for VIOOH and Vistar Media to continue to expand our global partnership into the Mainland China market. Based on this cooperation, Vistar Media’s clients will have the opportunity to purchase premium DOOH inventory on VIOOH’s platform and expand their brand impact in the Chinese market. At a time when prDOOH is becoming increasingly popular, our cooperation will definitely benefit brands and bring them to the next level in omni-channel marketing.”
Driving Innovation and Flexibility
Grace Zhou, CEO of Metro Division and Data at JCDecaux China, added: “As the developer and operator of Shanghai Metro and Beijing Metro media, we are very glad to see VIOOH and Vistar Media reaching a solid partnership. In the future, we look forward to working together with VIOOH and Vistar Media 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 optimization services to inject new impetus into brand campaigns.”
This partnership represents a significant advancement in the DOOH advertising landscape in China, offering brands unprecedented access and flexibility in reaching their target audiences through innovative, data-driven strategies.
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