For this month’s Media Owner Spotlight, Vistar spoke to David Sutherland and Joe Dorfman from the NBS network. This interview spotlights the unique value proposition their digital network brings to the out-of-home (OOH) industry and how NBS networks partnership with Vistar Media is enhancing digital advertising experiences in Australia.
Please describe your network in 2 sentences.
[JD] The NBS network provides the platform to activate at a local level. Our screens connect with a strong audience within independent supermarkets, which are entrenched in community and family-owned businesses.
What types of screens do you have / contexts can they be found?
[JD] Landscape and portrait screens are available, and are strategically positioned to maximise impact at high dwell positions in store, typically at checkout areas.
What regions do you operate in?
[JD] We are a true national offering in Australia with many exclusive locations across both metro and regional markets, including the Northern Territory.
What audiences do you reach?
[DS] Two fold, we deliver local audiences to advertisers because the screens are located in independent supermarkets. More than that, however, we deliver high frequency venues at localised supermarkets in specific catchment areas away from traditional retail or mall locations.
What sets you apart from other digital channels?
[DS] Our ability to deliver unique and exclusive locations away from the busy mall screen environments.
What is your network's main value proposition to a brand?
[DS] The ability to activate campaigns at a highly localised and community-based level as well as across Australia.
What do you wish more digital buyers knew about OOH?
[DS] I wish more digital buyers recognised OOH’s power to enhance engagement and bridge the gap between online and offline experiences, making it a crucial addition to advertisers’ omnichannel campaigns.
How do you see digital out-of-home evolving over the next year?
[JD] We see a highly digitised OOH future ahead, hence our ongoing investment in the area. We expect to see more advertisers come into the space via programmatic means, as more advertisers view DOOH as a critical medium in their omnichannel strategies.
Is there anything else you'd like to highlight about your network?
[JD] To reiterate, our network is more than just a local supermarket offering, based on our ability to deliver unique and exclusive venues, NBS should be considered for all broadcast and community based campaigns.
Why did you choose Vistar as a partner?
[DS] Vistar is the market leader in Australia. Their strong in-market presence and industry relationships, along with the ability to drive both local and global demand, positioned them as a strategic partner for the NBS network.
What has been Vistar's most valuable contribution to your business?
[DS] The ability to service digital agencies and media agencies, and apply audiences and omnichannel strategies to activate on the NBS screen network.
What software capabilities do you find most useful?
[DS] The mediation solution delivers us with operational excellence and maximises our ability to generate revenue by commercialising every available play on every screen.
What benefits have you been able to leverage by working with Vistar?
[DS] We’ve gained access to more digital and omnichannel budgets, unlocking new opportunities and customers for our network.
Is there anything else you'd like to share?
[JD] We’re excited to be on the Vistar journey. We envision a bright future with programmatic DOOH continuing to bring new advertisers and budgets to the NBS network, and look forward to what’s to come.
