Beta launch, powered by technology from Vistar Media, brings online-style trading to premium quality Out-of-Home media
Baton Rouge, LA – December 16, 2014 – Lamar Advertising Company
(Nasdaq: LAMR), one of the nation’s largest out-of-home media companies, is pleased to announce a new partnership with leading global OOH communications agency Posterscope for the beta launch phase of the world’s first real-time trading platform for digital billboards. The platform is the result of a partnership between Posterscope, leading location-based technology company Vistar Media and Lamar Advertising Company.
Posterscope and Vistar Media selected Lamar Advertising Company as a media owner partner for the beta launch phase, which commences during the first quarter of 2015. Lamar Advertising owns and operates more than 2,000 digital billboards
across the U.S. and Puerto Rico.
Posterscope will utilize Vistar’s digital OOH real-time buying platform to offer brands greater agility and audience targeting, as well as access to premium inventory, while growing the OOH market by opening up more online budgets to the medium. The move helps ensure that Posterscope’s clients can take full advantage of the connectivity of digital OOH.
The initiative creates a premium quality ‘private marketplace’ combining audience-based trading with location-based intelligence. This also sets the groundwork for brand-new applications of increasingly real-time data to inform OOH buying decisions.
“We are thrilled to partner with Posterscope and Vistar Media for the beta launch of the world’s first real-time trading platform for digital billboards,” said Ian Dallimore, Director of Innovation and Digital Strategy at Lamar Advertising Company. “Lamar offers advertisers one of the most comprehensive digital out-of-home networks in North America, and this ground breaking new platform will enable brands to target audiences in real-time.”
“Being able to trade premium inventory in real-time at scale allows brands to maximize relevance, engagement and targeting which is essential for the growth of OOH,” said James Davies, Chief Strategy Officer at Posterscope. “This highly collaborative and innovative initiative delivers a major step change in the medium creating value for both advertisers and stakeholders in the OOH industry.”
“Vistar’s goal has always been to elevate OOH in the minds of buyers, planners, and clients by bringing the most advanced technology and data to the medium,” said Jeremy Ozen, President at Vistar Media. “By partnering with Posterscope, we are excited to continue bringing innovation to market which will ultimately show clients how OOH can reliably target their audiences while out-of-home in the real world.”
Helma Larkin, CEO, Posterscope USA, said, “With the launch of the beta phase of this initiative, we will bring the power of online techniques to the real world, in real time, in a fully automated way. In today’s era of convergence where the lines between the digital and physical worlds continue to blur, OOH is an increasingly important component of the media mix for how we most effectively reach the consumer in their daily journey. Through this initiative, we will now be able to offer our clients a more nimble and dynamic means of reaching their target audience.”
In a related initiative, Posterscope and Vistar have worked together on the application of location-based mobile data to optimize both traditional and digital OOH planning and buying, utilizing a variety of sources including Airsage, which aggregates location data from two of the largest US mobile carriers. This complements Posterscope’s groundbreaking partnership with the UK’s largest carrier, EE, which has driven increases in brand metrics delivered by OOH campaigns by up to 200%. Vistar’s location data analytics will be integrated with Posterscope’s own proprietary planning tools, data platform, and operating system in 2015 to allow the seamless application of multiple datasets whether first, second or third party.
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Lamar Advertising Company
Communications Director, Americas
About Lamar Advertising Company
Lamar Advertising Company is the nation’s leading outdoor advertising firm. Lamar offers solutions for clients in the form of bulletins, posters, digital billboards, buses, benches, transit shelters and highway logo signs. Founded in 1902, Baton Rouge-based Lamar has a broad corporate reach with over 200 locations across the United States, Canada and Puerto Rico specializing in outdoor and transit advertising. In addition, Lamar has 22 locations devoted to the highway logo sign business. This network provides clients with local market insight, as well as the services provided by a firm on a national scale. We have a lot to offer, but it all serves one purpose: helping our clients stand out. Please feel free to explore our website www.lamar.com
for additional information.
Posterscope is the world's leading Out‐Of‐Home communications agency and knows how consumers behave when Out‐Of‐Home more comprehensively than anyone else. Posterscope understands how Out‐Of‐Home advertising integrates with other media, including mobile and digital, and pioneers trials to understand how consumers do and will use emerging and evolving technologies both now and in the future. With billings in excess of $2.2 billion, we have over 700 people in 48 offices located in 27 countries worldwide. Posterscope group agencies include international agency PSI and brand experience agency psLIVE.
About Vistar Media
Vistar Media utilizes patent-pending geospatial audience technology to better understand consumers' real-world movements and behaviors from location data. As the only ad platform powered by mobile carrier data from two of the country's largest wireless providers, Vistar Media enables advertisers to more accurately and completely reach on-the-go consumers, whether they are looking down at their phones or around at their surroundings. By leveraging these location-based insights via a first-of-its-kind, cross-screen advertising platform, Vistar Media helps target audiences and reach consumers with a unique mobile and out-of-home execution.