Vistar Media inks deal with Lamar for new DOOH network in Denver

Vistar Media inks deal with Lamar for new DOOH network in Denver
new DOOH network in Denver

Vistar Media this week announced a partnership with Lamar Advertising company to launch a new DOOH network in Denver. The network features over 55 cutting-edge digital displays, with 130 more planned, all powered by Vistar's industry-leading software solutions.

The new network encompasses high-traffic locations including Denver Union Station, Denver International Airport, Civic Center Station, Boulder Downtown Station, and along Highway 36. Lamar leverages Vistar's supply-side platform (SSP) to sell inventory programmatically, as well as Vistar's content management system (CMS) and ad server for day-to-day network operations.

“Denver is thriving, with one of the fastest-growing economies in the country. We are thrilled to play an integral role in the modernization of such a historic landmark that supports a growing population, ” said Lucy Markowitz, SVP of US Demand, Vistar Media. “The digital capabilities of this station rival some of the iconic out-of-home networks across the country and affords advertisers the opportunity to reach this important audience at a key moment in their daily journey.”

Vistar's CMS enables Lamar to integrate real-time transit information alongside advertising content. This creates a dynamic viewing experience for commuters while enabling Lamar to optimize yield through programmatic ad sales.

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