LBDigital has been helping marketers reach their desired audience with dynamic marketing data since 2005. Towards our goal of providing data for targeting via every marketing channel, we have partnered with Vistar Media, the leading global provider of programmatic technology for digital out-of-home (DOOH).

What is Digital Out-of-Home?

Out-of-home (OOH) advertising is defined as any advertising media found outside of the home. The first example that often comes to mind is the larger-than-life billboards found in Times Square; however, there are now a variety of digital screens integrated throughout consumers’ daily routines. DOOH advertising is often broken down into three categories: large format advertising, such as billboards and street furniture, contextually relevant screens in place-based locations such as in malls and gyms, as well as point of purchase inventory such as in grocery stores or big box retailers.

With this new partnership, marketers who wish to target specific audiences via DOOH will be able to benefit from LBDigital’s highly accurate and scalable audience data.

How does it work?

Vistar Media is able to match LBDigital data IDs with anonymized GPS location data to analyze where consumers go, how they spend their time and visualize their movement patterns. Based on habitual patterns over time, Vistar’s technology captures movement inherent to the audience, identifying all of the relevant DOOH screens that meet the criteria. If those DOOH screens are available, Vistar will programmatically bid on the inventory that matches the campaign parameters and serve an ad.

Unlike other digital channels like display and mobile, DOOH is very privacy friendly as it analyzes audience data in the aggregate. Also, the ad deploys on an OOH screen and not on a personal device. By engaging with consumers in contextual environments across the consumer journey, such as in transit stations during the morning commute, or in office and apartment buildings during the day, marketers are able to continuously reinforce their brand’s messaging.

LBDigital’s data in practice

We recently tested our audiences with Vistar Media and saw great results. This is in no small part due to the quality of LBDigital’s data. LBDigital is renowned for its data accuracy and is one of the few leading data providers to have received a #1 ranking for many of its data segments by independent data validator, Truthset. By working with Vistar Media, LBDigital is able to make available its highly accurate data segments on yet another digital channel, DOOH.

Vistar’s approach is to fully understand the meanings of the places that people visit, and then activate DOOH only when and where that audience has the highest propensity to be. By looking at these consumers in aggregate, movement patterns emerge and similar behaviors are revealed. The heat visualization and distribution is a result of how Vistar calculates “affinity.”

Vistar uses audience affinity to understand where consumers are most likely to be as they move throughout the day. As part of the test, Vistar’s technology analyzed the specific times and areas LBDigital’s Pet Owners audience had the highest propensity to be, based on habitual patterns over time — and identified all of the DOOH screens that over-indexed for that target.

When there was availability on those particular screens, Vistar was then able to programmatically bid on the inventory that fit this specific criteria and serve an ad.

In our test campaign, LBDigital's Pet Owner audience over indexed for more than 200,000 DOOH screens across the U.S., including billboards and other place-based screens located in convention centers, airports, doctors offices, grocery stores and gyms.

Using targeting techniques such as day-parting, in which marketers can select the days of the week and hours of the day that make the most sense for their campaign, Vistar was able to ensure a larger percentage of the Pet Owner audience was reached throughout the test campaign.

Amy Benicewicz, President of LBDigital, commented, “This is an exciting time for LBDigital. The results we have seen so far from working with Vistar Media are extremely positive. We’re thrilled to be able to offer yet another high-performing programmatic channel to our marketer clients.”

Amanda Flugstad-Clarke, Data Partnerships Manager at Vistar Media, added, “We’re always looking to expand our strong network of data partners to ensure we’re capable of meeting our advertisers’ objectives, regardless of industry, market or demographic. By teaming up with LBDigital, our clients can tap into a whole new suite of audience segments tailored to their individual campaign goals, and we’re excited to expand on our existing targeting capabilities through this partnership.”

Which LBDigital audiences are available for DOOH campaigns?

The partnership between Vistar Media and LBDigital includes all of LBDigital’s audiences available in LiveRamp, as well as the ability to create custom segments. Marketers who wish to run DOOH campaigns using LBDigital’s data will be able to target the following audiences, among others:

Pet owners

Looking for cat lovers or dog lovers? Our Pet Owner audiences regularly rank number one in accuracy, as scored by Truthset.

Families with young children

If you’re looking for families with young children, we can help you find them. Our demographic data includes presence of children.

Consumers interested in a healthy lifestyle

Ideal for Spring/Summer is our audience interested in a healthy lifestyle. From healthy eating, to exercise and sports we can help you locate where they’re most likely to be.

Small business owners

Looking for high quality B2B data at scale? LBDigital provides greater accuracy in identifying elusive small business and new business owners according to Truthset.

Custom segments

Got a specific audience in mind? We can also build a custom segment for your exclusive use in your next DOOH campaign.

How to get started with Digital Out-of-Home

If you’d like to learn more about running a DOOH campaign with LBDigital’s data, simply reach out to us directly for more information.

Or if you are unfamiliar with DOOH or are simply curious to learn how the channel could benefit your company, we’ll be putting together some content to explore the opportunities it can offer marketers. Simply keep an eye on the LBDigital blog for more information.