Vistar Media inks deal with Lamar for 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.