Programmatic DOOH Buying Across Vistar and Hivestack

A digital out-of-home impression is modelled, not counted. The screen logs a play, and that play is multiplied by an audience estimate for the screen, venue type and daypart. The multiplier is where the entire cost per thousand comes from, and we will not buy from a supplier who declines to put its source in writing. In Australia that source should be MOVE, whose rebuilt likelihood-to-see model landed in 2024. Elsewhere it should be the local currency or a named panel, never the network's own estimate of itself. How we buy: Programmatically through Vistar Media, Hivestack, Broadsign Ads and Place Exchange, and directly where a panel justifies a fixed commitment. Targeting runs on venue type, daypart and audience index against the OpenOOH venue taxonomy, because there is no user identifier in this channel and any vendor implying otherwise is selling you something else under this name. Where a direct deal beats the exchange on the same screens, we take the direct deal and show you what the exchange would have cost. Triggered creative: Feeds are the reason to buy this channel programmatically at all. Temperature, pollen count, flight status, live score, your own stock position. We build the decision table, the thresholds and, most importantly, the fallback that runs when the feed goes quiet at eleven at night. A trigger campaign without a defined failure state eventually shows a blank frame in an airport, and that is the version somebody photographs. Creative as a constraint rather than a taste question: Dwell in most venues sits between three and six seconds and the viewer is usually walking. One idea, few words, legible from the far side of the room. Resized social creative is wasted money, and we will say so before the buy rather than in the wash-up. Reconciliation: Screen-level proof-of-play logs matched against billed impressions every month, with a discrepancy threshold agreed at the start and a credit process when it is breached. Suppliers unable to return logs at screen level do not go on the approved list. This is the least interesting part of the engagement and the part that most often pays for it. Measurement: A geo split with matched control markets, read at close against the action you named at the start. Where a physical location is the objective, an exposure-to-visit study using a matched panel is the second option, and we treat its output as directional rather than settled. Both need enough working media to resolve anything. Below roughly forty thousand US dollars, measurement cannot separate your campaign from ordinary variation, and we will tell you to put it into one market rather than three. What is not included: We do not retarget mobile devices observed near a screen. The signal is loose, the match rates mean the resulting audience is mostly not the people who saw it, and the consent position is one we are not willing to defend on your behalf. No static billboard buying. No artwork production, though we write the constraints your studio works to. No counting a venue's total foot traffic as impressions, and no residential lift screens priced off a building census. Who this is not for: Brands who want a photograph of a landmark screen for the annual report. That is a media buy with a known price and you do not need us to place it. Campaigns with no defined action, where the plan is to be seen. And anyone needing to be live next week, since supplier onboarding, feed access and creative specification all take longer than the buying does.