Vistar Media has released the dynamic creative capabilities for any digital out-of-home (DOOH) screen connected to the Vistar supply-side platform (SSP). Advertisers can now activate dynamic creative campaigns at scale across the full DOOH ecosystem.
From sports scores, weather, and traffic to promotional offers, directions to a store, and localized imagery, dynamic creative unlocks personalization at scale for marketers.
Digital signage networks use a variety of content management systems (CMS), many of which have proprietary, non-standards support for dynamic content. While HTML5 is standard for online dynamic creative, each CMS in OOH handles support for HTML5 differently, requiring custom creative assets for each network.
Using a SSP rendering service, Vistar’s global solution converts dynamic creatives to an image the moment a transaction occurs, so media networks which do not directly support dynamic creative can display the campaign.
Vistar has developed a standardized spec for dynamic creative format for DOOH, working on all major DOOH software stacks. This solution is built to provide maximum flexibility in working with different external data feeds, whether an advertiser has proprietary or preferred data or wants to work with Vistar to identify a provider.
“This is a game changer,” said Ian Dallimore, vice-president of digital growth and programmatic, Lamar Advertising Company. “Providing scalable dynamic creative capabilities puts out-of-home on an even playing field with other digital media channels. Advertisers can create compelling campaigns that respond to real-world data and activate in the real world.”