Programmatic digital out-of-home (DOOH) advertising is making waves in 2024, attracting more brands than ever before. In the first half of 2024, we saw a 31% YoY increase in new advertisers running DOOH campaigns with Vistar Media—coinciding with the growing DOOH ad spend in the U.S and around the world. For digital signage networks, the message is clear: leveraging programmatic is a sound decision for driving business growth.
Media networks venturing into the world of programmatic advertising, however, face many moving parts—platforms, partnerships and strategies—that must work in harmony to drive revenue. That’s where Screenverse comes into play: by partnering with Vistar Media to help media networks maximize their programmatic revenue.
The programmatic North Star
As a programmatic ad monetization partner, Screenverse helps digital signage networks grow and optimize their media businesses. With 18 media network partners spanning 30+ venue types, Screenverse is the largest network of digital screens in the physical world.
Their multi-layered approach to programmatic covers everything from inventory management to competitive pricing strategies. In partnership with Vistar Media’s cutting-edge programmatic marketplace, media owners such as Vertical Impression U.S. and Corner Media have seen a significant impact on their programmatic DOOH revenue.
The Screenverse and Vistar Media approach
What makes the dynamic between Vistar Media and Screenverse so unique is the long-standing relationships fostered between both companies. Many members in leadership positions at Screenverse have an in-depth understanding of Vistar’s platforms and a close working relationship with the team, some even previously worked at Vistar, allowing for seamless collaboration.
“As the company’s first supply-side sales hire, I saw first-hand the power and breadth of Vistar Media’s technology stack,” shares David Weinfeld, Screenverse CEO & Co-Founder. “It’s only rivaled by the strength of its team. Seeing how Vistar built the programmatic DOOH market gave me the confidence to start Screenverse. I knew they would be a major driving force behind the industry’s growth, and thanks to their efforts, new business opportunities would be created. I’m proud that Screenverse is a Vistar Media client and partner.”
So how does Screenverse work with Vistar Media to maximize programmatic revenue for its media owner partners? Let’s take a look at some key examples.
Expert support for effortless DOOH activation
By consolidating 100,000+ screens under a single point of contact, Screenverse enables marketers to easily activate their DOOH campaigns through Vistar with just a few clicks—ultimately simplifying the buying process. Instead of going to multiple independent operators for questions or clarifications, there’s a dedicated team member or department at Screenverse working alongside Vistar Media to troubleshoot campaigns and ensure seamless activation.
Sales, marketing and relationship management
Through deep-rooted industry relationships, Screenverse works with Vistar to deliver meaningful revenue that benefits all parties involved. “We’re in constant communication with the team at Vistar. From their buyer insights to their planning tools, they have the expertise and technology to help our media partners grow,” says Edric Chan, SVP of Programmatic Sales at Screenverse. “They’re truly leading the marketplace and helping bring programmatic demand to DOOH and we couldn’t be more excited to be on this journey alongside them.”
The team at Screenverse is comprised of programmatic experts, marketers, engineers and sales professionals who advocate for their partners. This, coupled with Vistar Media’s powerhouse team and tech, position their networks for success in the DOOH channel.
Corner Media boosts programmatic revenue with Vistar Media
When it comes to reaching pedestrians in premier high-traffic locations, Corner Media is revolutionizing OOH street advertising with its state-of-the-art 55-inch digital displays and large-format spectaculars. With 160+ screens across 8 major U.S. DMAs, Corner Media has reached new heights of success through its partnership with Screenverse and Vistar Media. Corner Media continues to be one of the leading urban panel networks on Vistar’s platform.
Last year, Corner Media achieved a 23% YoY increase in advertiser investment with a significant increase (47% YoY) in the total number of unique advertisers. Thomas Farasy, President and Chief Operating Officer at Corner Media shares how Screenverse and Vistar Media have positively impacted their programmatic revenue.
“It’s all we do—we’ve been on the Vistar SSP since 2016 and enjoy working with their team. With the addition of Screenverse’s position in the marketplace, we feel as though we have dedicated personnel advocating for our screens and locations. The combined efforts from Screenverse and Vistar Media have enhanced our sales from both PMP and OE. We look forward to seeing the advancements and tools to come for 2025.”
Vertical Impression reaches new heights with programmatic
For brands looking to get in front of a captive, engaged audience, Vertical Impression is the solution to reaching new heights with elevator advertising. After building a strong presence in Canada, where they work directly with Vistar, Vertical Impression has quickly become the fastest-growing elevator advertising network in the United States. Today, their U.S. footprint consists of over 2,400 elevator screens across 30+ venue types, including residential and commercial buildings, hospitals and point-of-care facilities, hotels, colleges and universities, government buildings, malls and more.
“Programmatic has become crucial to our operation,” shares Nicolette Leonardis, President and Co-Founder of Vertical Impression. “We've seen year-over-year revenue growth since we first jumped into programmatic in 2019 with Vistar, and the adoption rate in Canada has been particularly strong. We're looking to replicate that same success story in the U.S. market.”
Optimization has become an instrumental aspect of Vertical Impression’s programmatic approach. “We've worked hard to create a frictionless experience—from how we set up our inventory to how we monitor delivery. That's one of the beautiful things about programmatic: when done right, it just works,” says Nicolette, on their strategy within Vistar’s SSP.
To help them enter the U.S. market, Vertical Impression turned to Screenverse for on-the-ground support in sales and operations. This collaboration allowed them to navigate the complexities of a new market, expand their reach beyond Canada and unlock new revenue streams. Within 30 days of becoming a Screenverse partner, Vertical Impression achieved a 62% increase in advertiser spending. “One of the big wins we’ve seen working with Screenverse has been the automated optimization of our open exchange rates. This has helped us maximize yield from buyers who aren't on PMP lines. It's these kinds of efficiencies that really show the power of programmatic,” says Nicolette.
Maximize your programmatic revenue
Programmatic advertising can be a powerful driver of additional revenue for media owners. Whether you’re new to programmatic or looking to optimize your digital signage network, the teams at Vistar Media and Screenverse are here to support your success. To help you get started, we invite you to explore our tools and resources within our knowledge center. When you’re ready to take the next step, contact us to learn more about optimizing your screen performance and how you can expand your programmatic revenue.
