2024 was a banner year for Vistar Media in Canada, marked by significant growth and innovation in out-of-home (OOH). From increases in media spend and new brand partnerships to a surge in campaign launches and team expansion, Vistar Media maintained its position as a leader in the industry. We’re more confident than ever that the key highlights and trends of 2024 will shape programmatic advertising's growth in Canada's OOH market in 2025.
Canadian advertisers are investing more in programmatic OOH
It has been a year of incredible momentum for digital out-of-home (DOOH) as we’ve seen an overall increase in adoption of the channel with more brands and agencies launching campaigns through our programmatic marketplace. The results are clear: DOOH continues to be an attractive option for marketers to reach the right people at the time.
Data-driven DOOH continues to be a powerful and measurable force for Canadian advertisers
Digital out-of-home (DOOH) appeal continues to grow, driven by its ease of execution and measurable impact. Clients are increasingly drawn to the quality inventory and streamlined buying processes, while the industry's emphasis on data and attribution is dispelling the myth that OOH can't be effectively tracked. As marketers increasingly buy all digital media based on the ROI, DOOH is rapidly evolving to meet these demands, providing them the data-driven insights they require.
SSP and SaaS partnerships continue to fuel Canadian OOH growth
Canadian media owners are demonstrating a strong commitment to programmatic DOOH by investing in network growth and expanding their footprints with new and exciting venues. The growing demand for programmatic buying has fueled Vistar’s growth. This year, we’ve:
- Welcomed four new local media owners onto our SSP: NAMG, SDN, Roar Communications and Blue Salt Media
- Onboarded Stingray, Activate Outdoor and JOLT to our enterprise software, providing them with greater campaign creation and management efficiency
- Hosted a series of Media Owner days where our valued partners showcased their DOOH inventory, current offerings and future opportunities directly to the Canada team, igniting collaboration across our SSP ecosystem
- Expanded Vistar Verify into Canada, giving buyers increased confidence in inventory quality and accuracy in the Canadian DOOH market
Simplifying the activation of global DOOH campaigns was achieved by upgrading the DSP
Historically, planning multi-country DOOH campaigns has been a challenge, especially for Canadian brands looking to expand their reach internationally. Managing multiple DSP seats for different countries is time-consuming, limits targeting and measurability and complicates financial planning. Recognizing this gap, we enhanced our DSP earlier this year to become a true global platform. Now live across 30+ countries our global DSP is providing a single account for managing cross-country budgets and campaigns. These improved tools keep media planners top of mind, making it easier for advertisers to plan, execute and optimize effective campaigns on a global scale, with streamlined targeting and measurement. Marketers can easily explore all of the screens and media owners available through the Vistar Marketplace by checking out our inventory discovery tool.
Practicing what we preach by launching our first DOOH campaign
It was another first for Vistar Media this year, as we launched our first DOOH campaign in Toronto and Montreal! The campaign aimed to raise awareness about OOH advertising as well as increase our brand visibility and recognition in the Canadian market. We strategically targeted key decision-makers at top media agencies and used point of interest (POI) targeting to place our ads within a 1km radius of their offices during peak commuting hours. Vistar's in-house creative studio developed impactful ad sets, using a combination of dynamic video, animated and static ads. After helping countless brands shine through DOOH, it was incredible to execute a campaign of our own and learn first-hand how impactful OOH campaigns can be.
What are we most excited about for 2025?
"The OOH landscape has been evolving in exciting ways, and we're thrilled to keep that momentum going. Next year, Canada will launch Adstruc, a game-changing traditional OOH planning tool. Adstruc will not only streamline campaign planning and reduce costs for our buyers, but it will also free up more time for creativity. I'm truly excited to see the incredible OOH campaign experiences our clients will be able to create with this powerful new tool at their disposal. It's a win-win for everyone!"
Scott Mitchell, Managing Director, Canada
“I'm incredibly excited about Vistar's continued global expansion that opens up a world of possibilities for our clients, allowing us to deliver impactful campaigns on a truly international scale. Also, seeing the usage of dynamic creative grow in the space will undoubtedly elevate the impact and effectiveness of OOH advertising."
Lorena Forster, Sales Director, Canada
“The continued expansion of OOH in Quebec is creating incredible opportunities for marketers and media planners that want to connect with the French Canadian market. We're seeing more precise targeting capabilities and innovative formats that let brands tell their stories in high-traffic, highly-visible locations. I’m especially excited to help local brands tap into these advancements to drive results that go beyond awareness and truly resonate with their audiences."
Olivier Paquet-Thibodeau, Senior Account Executive, Quebec
"The DOOH space is evolving rapidly and it's all about creative collaboration— media owners, clients, buyers and the Vistar team working together to push boundaries, unlock new opportunities and grow the pie for everyone. I can't wait to see how we continue innovating and driving value for audiences and advertisers alike."
Jessica Witt, Senior Account Manager, Supply Partnerships, Canada
Want to learn more about our range of programmatic DOOH capabilities, or brainstorm how to put the channel to work for you in 2025? Reach out to our team today.
