Vistar Adds Customer Data to OOH Targeting Platform

In New York, location-based platform Vistar Media has partnered with enterprise data firm Acxiom and its customer data 'onboarding' specialist LiveRamp, to enable advertisers to deliver digital out-of-home (OOH) ads based on their customer data.

Vistar uses location data from multiple screens to help clients better understand consumers' real-world movements and behavior, and target OOH ads accordingly. Through the partnership, advertisers will send their customer relationship and transaction data to Acxiom, where it will be combined with Vistar's mobile location data through LiveRamp to allow targeted OOH campaigns.

Location data onboarded via the LiveRamp and Acxiom integration will also be analyzed and modelled to determine which OOH media locations will perform best. By onboarding their off-line customer relationship management and sales transaction data, the firms say marketers can optimize OOH media buys, and measure sales lift from their campaigns.

Michael Provenzano (pictured), CEO and co-founder of Vistar Media, comments: 'Vistar provides a data agnostic system for defining audiences based on location, and analyzing movement patterns over time. By combining our technology with LiveRamp's onboarding services and Acxiom's geocode data, we are making significant progress toward addressing marketplace demand for a unified strategy and a holistic understanding of media effectiveness across channels'.

Web sites: www.vistarmedia.com , www.acxiom.com and www.liveramp.com .