In a groundbreaking move to enhance global programmatic digital out-of-home (DOOH) advertising, Vistar Media, the world’s leading provider of technology solutions for out-of-home (OOH) media, has announced a strategic partnership with ChinaDOOH, a premier Chinese OOH marketing solutions company. This collaboration aims to extend Vistar’s advanced programmatic advertising capabilities into Mainland China, providing unprecedented opportunities for media owners and advertisers alike.
Since their initial partnership in 2021, Vistar and ChinaDOOH have successfully enabled prominent Chinese brands like OnePlus and Tencent to launch overseas DOOH campaigns. Building on this success, the companies are now focused on leveraging Vistar’s cutting-edge OOH technology and ChinaDOOH’s local marketing expertise to unlock new demand from global advertisers for media owners across Mainland China.
Through this partnership, media owners in Mainland China will now have access to Vistar’s supply-side platform (SSP), automating the management of physical ad space to make DOOH bidding and buying more efficient. Vistar’s SSP connects Chinese media owners to an extensive network of buyers across North America, Latin America, Europe, and Asia Pacific, facilitating seamless transactions and greater market reach.
Eugenie Chen, SVP of Strategy & Partnerships at Vistar Media, remarked, “Through our partnership with ChinaDOOH, we’ve already seen success enabling Chinese advertisers to reach global consumers through the Vistar platform. The ChinaDOOH team has successfully introduced Vistar’s advanced programmatic capabilities, alongside our existing overseas inventory, to advertisers in China in a way that demonstrated the power and effectiveness of the channel when activating with the right tools. This has inspired even more excitement extending our DOOH capabilities to media owners in China, helping them monetize their signage networks while opening up new demand that wasn’t previously accessible.”
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Victor Minyue Zhang, CEO of ChinaDOOH, echoed this sentiment, saying, “This is such an exciting moment for us. Our joint expertise and capabilities will make more and more high-quality OOH media resources available to global buyers. We look forward to driving substantial growth of programmatic out-of-home in China through this partnership with Vistar.”
Yueyang Zhang, CEO of PDG China, added, “We are very glad to be one of the first media partners to join Vistar’s global marketplace through ChinaDOOH. With the global reach of Vistar’s programmatic platform, we are eager to see our high-impact screens located in major business districts of tier-1 cities in China help brands around the world share brand stories and connect with consumers in China in a more personal way.”
Ben Baker, APAC MD at Vistar Media, noted, “We are thrilled to continue our partnership with ChinaDOOH, as it marks a significant step in expanding our programmatic reach to create a truly global marketplace. This collaboration underscores Vistar’s dedication to growth and excellence in the APAC region, enabling us to better serve our clients across all major markets. By combining ChinaDOOH’s local market knowledge with Vistar’s cutting-edge technology, we are poised to unlock new opportunities and drive innovation in the digital out-of-home sector. This partnership will provide unparalleled access and value to media owners and advertisers worldwide.”
As China is projected to lead global out-of-home advertising spend in 2024, with DOOH surpassing traditional OOH, this partnership arrives at a pivotal moment. Together, Vistar and ChinaDOOH are set to offer enhanced audience targeting, higher brand exposure, swift campaign activations, increased flexibility, and evidence-based measurement to buyers globally. Additionally, they will connect Chinese media owners with advertisers eager to programmatically purchase ad space, fostering a vibrant and dynamic advertising ecosystem.
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