Vistar Media has announced a strategic partnership with the global data and insights provider Pureprofile to transform the measurement of digital out-of-home (DOOH) advertising across Southeast Asia, Marketech APAC reported.
The partnership seeks to provide advertisers with enhanced audience insights and comprehensive measurement tools, boosting campaign performance and increasing engagement across key Southeast Asian markets such as Indonesia, Malaysia, the Philippines, Singapore, and Thailand.
By combining Pureprofile’s extensive online panel data with Vistar Media’s programmatic DOOH platform, the partnership offers brands an opportunity to assess both pre- and post-campaign effectiveness.
Pureprofile’s data is tailored to capture the diverse demographics of the region, including age, gender, and income, providing advertisers with a more detailed and nuanced understanding of their audience.
The integration of advanced programmatic technology with data-driven insights allows brands to link offline and online behaviours, offering a fuller picture of campaign performance. This enables advertisers to make real-time adjustments, refining their strategies to effectively engage diverse audiences and maximise campaign impact.
Franck Vidal, Director of Southeast Asia Sales and Partnerships at Vistar Media, shared his excitement about the collaboration, stating: ‘We are thrilled to collaborate with Pureprofile to introduce a new level of measurability to DOOH in Southeast Asia. This partnership combines the strength of Vistar’s programmatic platform with Pureprofile’s unique insights into human behavior for measurable audience engagement.’
Anna Meiler, Managing Director for the Asia-Pacific region at Pureprofile, emphasised the value of the partnership: ‘Our collaboration with Vistar Media allows us to bring unparalleled precision and relevance to DOOH in Southeast Asia.
‘With the capability to deliver both the “what” and the “why” behind audience interactions, advertisers gain a deeper understanding of how OOH ads resonate with their target demographics, making the measurement tool uniquely effective for optimising strategies and driving engagement.’
Vistar Media is a US-based programmatic advertising platform specialising in digital out-of-home advertising. It enables brands to manage, optimise, and measure campaigns across digital screens and outdoor locations, combining data-driven insights and real-time tracking to improve targeting and performance.
Pureprofile is a global data and insights provider, headquartered in the UK, that empowers brands to gain a deeper understanding of consumer behaviour. By combining data with real-time insights, Pureprofile enables advertisers to optimise their campaigns, providing a comprehensive view of audience engagement and campaign effectiveness.