Leading global provider of technology solutions for out-of-home (OOH) media, Vistar Media has announced a strategic partnership with leading Chinese OOH marketing solutions company, China DOOH, to expand Vistar’s programmatic advertising capabilities into Mainland China.

Through this expansion, Vistar and ChinaDOOH will enable programmatic DOOH advertising for media owners, unlocking new demand from buyers and partners across Vistar’s extensive global marketplace.

In 2021, Vistar and ChinaDOOH forged a strategic partnership to launch and grow programmatic DOOH advertising in China. After successfully enabling Chinese brands such as OnePlus and Tencent, to activate and launch overseas DOOH campaigns, the two companies are now committed to combining Vistar’s advanced OOH technology solutions and ChinaDOOH’s local marketing expertise to help media owners across Mainland China.

Now, media owners in Mainland China can benefit from Vistar’s supply-side platform (SSP), bringing automation to physical ad space in order to make DOOH bidding and buying more efficient to marketers at scale. Vistar’s SSP connects Chinese media owners to local and global demand through Vistar’s network of buyers across North America, Latin America, Europe and Asia Pacific. 

Vistar Media senior vice president for strategy and partnerships, Eugenie Chen said,

“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 monetise their signage networks while opening new demand that wasn’t previously accessible.”

ChinaDOOH CEO, Victor Minyue Zhang added, “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.”

Vistar Media partners with VIOOH

Vistar Media has partnered with VIOOH to extend Vistar’s digital out-of-home (DOOH) footprint across JCDecaux programmatic inventory in Mainland China.

Vistar’s advertising partners will now have access to JCDecaux’s network of 864 premium DOOH screens in Beijing and Shanghai, with additional inventory being integrated by the end of 2024. VIOOH has ambitious expansion plans for the second half of 2024, targeting high-value mediums at two Shanghai airports.

“We’re excited to announce our partnership with VIOOH in China, and to expand Vistar’s already growing presence across the country,” Chen said.

“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.” 

Through VIOOH’s SSP, advertisers connected to Vistar’s demand-side platform (DSP) can tap into more than 864 DOOH screens in China’s major urban centers. JCDecaux’s inventory network specifically boasts high-visibility signage across major metro and subway stations in Beijing and Shanghai.

VIOOH China CEO, Calvin Chan said, “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 DOOH is becoming increasingly popular, our cooperation will definitely benefit brands and bring them to the next level in omni-channel marketing.”