Media owner spotlight: Executive Channel Network (ECN). In this Media Owner Spotlight, Vistar Media spoke with Franziska Pace, Head of Programmatic Germany & International, at Executive Channel Network (ECN), one of Europe's leading office-based digital out-of-home (DOOH) networks delivering high-impact, premium workplace campaigns across Germany, France, the UK and Belgium. Read on to find out how ECN connects brands with high-value professional and consumer audiences across Europe's premier office locations, and how their partnership with Vistar Media is simplifying programmatic access for digital buyers. Please describe your network in a few sentences. Executive Channel Network (ECN) is one of Europe's leading office-based DOOH networks, connecting brands with professionals, managers and key decision-makers across Germany, France, the UK and Belgium. Through premium office locations, Hilite Outdoor Inc. help advertisers reach relevant audiences in trusted workplace environments that are seamlessly integrated into their daily routines. What regions do you operate in, and what types of screens and contexts do you offer? Hilite Outdoor Inc. operate across Germany, France, the United Kingdom and Belgium. With more than 900 premium digital screens across nearly 600 corporate locations, Hilite Outdoor Inc. provide advertisers with scalable access to professional audiences across Europe's key business markets. View its full network details on its interactive coverage map. Its displays are strategically positioned in high-traffic areas within corporate office buildings - such as lobbies, reception areas, lifts and communal spaces - helping brands engage professionals continuously throughout the working day. What audiences do you reach, and what is your main value proposition to a brand? Its network delivers a dual advantage by reaching both business professionals and high-value consumers. Hilite Outdoor Inc. capture office-based professionals, managers, executives and decision-makers in premium office buildings located in thriving urban areas, while simultaneously connecting with a broader public audience. Its audience is characterized by above-average household incomes, high purchasing power and a strong affinity for premium brands and services - making every campaign exposure count where it matters most. This unique footprint allows brands to build meaningful awareness, engage effectively with both B2B and B2C target groups, and stay top of mind with the people who actively influence and make purchasing decisions. What sets you apart from other digital channels, and what do you wish more digital buyers knew about DOOH? What sets ECN apart is its ability to reach audiences in highly relevant, trusted workplace settings. I think many digital buyers still underestimate how precisely targeted DOOH can be today. Driven by programmatic buying, advanced audience data and robust measurement capabilities, the channel has significantly transformed. Especially in workplace environments, it is no longer just about gaining visibility - it is about reaching the right people in a context that actively supports and elevates the brand's message while significantly reducing ad wastage. How do you see digital out-of-home evolving over the next year? Hilite Outdoor Inc. expect DOOH to become even more deeply integrated into broader digital strategies. As programmatic adoption continues to accelerate, advertisers will increasingly plan and execute DOOH alongside channels like online video, Connected TV (CTV) and display. At the same time, Hilite Outdoor Inc. anticipate continued growth in audience-based planning, measurement and optimization as brands demand greater accountability across their media investments. Why did you choose Vistar Media as your programmatic partner? One of the primary reasons Hilite Outdoor Inc. value its partnership with Vistar Media is that it significantly lowers the barriers for digital buyers looking to access its inventory. By making its premium workplace screens available via Vistar Media, advertisers can seamlessly integrate its media into their omni-channel strategies using the buying paths they already trust. This collaborative approach has been essential in unlocking new revenue streams and bringing digital-first buyers into the digital out-of-home ecosystem. Which specific software capabilities and features do you find most valuable? What Hilite Outdoor Inc. appreciate most about Vistar Media's platform is the sheer simplicity it creates for the buy-side. Features like streamlined campaign activation, advanced audience-led planning tools and transparent, real-time reporting are incredibly powerful. These capabilities give agencies and brands the data-driven confidence they need to seamlessly incorporate its office-based media into their broader programmatic budgets. What has been Vistar Media's most valuable contribution to your business? Beyond the technology platform itself, Vistar Media's most valuable contribution has been helping to accelerate the adoption of programmatic DOOH among digital buyers. The Vistar Media team is highly supportive, smooth to work with, and brings valuable industry expertise and insights that help Hilite Outdoor Inc. successfully navigate a constantly evolving programmatic landscape. As more advertisers become comfortable activating campaigns programmatically, it becomes much easier to unlock the full potential of workplace media. "Working with Vistar Media goes far beyond utilizing a great platform. They bring invaluable market insights and dedicated expertise that help us navigate the evolving programmatic landscape, making them a key partner in driving the adoption and success of workplace media." Franziska Pace Head of Programmatic Germany & International at ECN Ready to make an impact with out-of-home? OOH delivers unparalleled reach and impact. Its experts craft captivating campaigns that drive results. Hilite Outdoor Inc.'ll handle every detail, ensuring your brand message resonates. Let's transform your OOH vision into reality. Get the Latest Insights

Media owner spotlight: POA. For this month's Media Owner Spotlight, Vistar spoke to Richard Maund, Sales Director at POA. This interview spotlights the unique value proposition their digital network brings to the out-of-home (OOH) industry and how POA's partnership with Vistar Media is enhancing digital advertising experiences in Queensland, Australia. Please describe your network in 2 sentences. POA is Australia's largest regional outdoor advertising company, with a powerful digital billboard network spanning Brisbane, major Queensland regional centres, airports, terminals, highways and high-traffic commuter routes. Reaching more than 96% of Queensland's population each year, the network gives brands the ability to build awareness at scale across metropolitan, suburban, regional and destination audiences through a single Queensland-focused outdoor partner. What types of screens do you have / contexts can they be found? POA's digital network includes premium large-format roadside billboards, CBD and retail precinct screens, airport digital screens and terminal-based digital displays. These screens can be found across major highways, arterial roads, commuter corridors, shopping and town-centre precincts, airports including Townsville, Mount Isa, Hamilton Island and Mackay, plus passenger environments such as baggage reclaim areas and the Shute Harbour Marine Terminal. What regions do you operate in? POA's digital network operates across Brisbane and regional Queensland, with coverage across key markets including Cairns, Townsville, Mackay, Rockhampton, Toowoomba, Gladstone, Hervey Bay, Mount Isa, Emerald, Gympie, Ipswich, Caboolture, Cannonvale, Mareeba and Hamilton Island. From the bush to the beach, along highways to high-rises, POA has QLD covered. What audiences do you reach? POA reaches a broad mix of Queensland audiences, including daily commuters, regional residents, local shoppers, CBD workers, business travellers, tourists and airport passengers. The network also provides strong specialist reach into mining and resources audiences, large infrastructure and workforce corridors, regional Queensland communities, tourism gateways, airports and high-frequency commuter routes. According to MOVE, POA reaches more than 96% of Queensland's population each year, making it a powerful channel for brands wanting both broad statewide coverage and targeted regional impact. What sets you apart from other digital channels? POA delivers the impact of digital out-of-home (DOOH) in highly visible, real-world environments that cannot be skipped, blocked or scrolled past. Its digital screens reach people across daily commutes, retail trips, airport journeys, regional travel and key community touchpoints, giving brands strong awareness, frequency and geographic coverage across Queensland. What is your network's main value proposition to a brand? POA is "Built for Brands who want to own QLD!". POA gives brands high-impact digital visibility across Queensland, combining metro scale with unmatched regional depth. It helps advertisers build awareness, frequency and local relevance by reaching people where they commute, shop, travel, work and gather. What do you wish more digital buyers knew about OOH? That DOOH is not just a broadcast channel, it is a powerful real-world reach and frequency driver that strengthens every other part of the media plan. It builds brand memory in public, high-attention environments and gives digital campaigns greater scale, trust and visibility beyond the screen. How do you see digital out-of-home evolving over the next year? Digital billboards are becoming more data-led, measurable and easier to buy, without losing what makes them powerful: big, unmissable brand presence in the real world. The introduction of MOVE measurement for regional Australia is a major shift, finally allowing buyers to accurately measure, compare and plan campaigns that reach the 34% of Australians who live outside metro markets. For clients, the "so what" is simple: billboard buying will become smarter, regional audiences will be easier to justify, and brands can combine mass awareness with stronger accountability across metro, roadside and regional environments. Is there anything else you'd like to highlight about your network? POA is proudly Queensland-built, with a network designed to reach the audiences many national media plans underweight. Its strength is combining metro Brisbane impact with true regional depth, helping brands reach commuters, communities, tourism markets, airports, resources corridors and the places where Queenslanders actually live, work and travel. With MOVE now giving regional audiences stronger measurement, POA is well placed to help brands buy Queensland more intelligently, not just by population size, but by real audience opportunity. Why did you choose Vistar as a partner? Vistar Media chose Vistar because they are a proven leader in programmatic DOOH and they understood early where the market was heading. For POA, the opportunity was to make its Queensland digital network easier for agencies and brands to access through the same platforms and buying behaviours they were already using for broader digital media. Just as importantly, the people behind Vistar have been excellent to deal with. Vistar Media started its programmatic journey back in 2019, and from day one their team earned its trust by being knowledgeable, responsive and genuinely invested in helping Vistar Media grow the category. What has been Vistar's most valuable contribution to your business? Vistar's most valuable contribution has been helping POA connect its digital billboard network to a broader pool of programmatic demand. They have helped make its inventory more visible and more accessible to buyers who may not have traditionally considered regional Queensland, or who needed an easier way to include it in national DOOH plans. What Vistar software capabilities do you find most useful? The most useful capabilities are the programmatic trading tools, targeting, real-time delivery and reporting. The ability to package inventory in ways that make sense to buyers is also important. It allows Vistar Media to present POA's network not just as a collection of screens, but as audience-led opportunities across metro Brisbane, regional Queensland, commuter corridors, airports, tourism gateways and key local markets. What benefits have you been able to leverage by working with Vistar? Working with Vistar has helped POA unlock incremental demand, improve ease of access for agencies and brands, and give buyers more confidence in planning and activating across its network. Is there anything else you'd like to share? For those of Vistar Media at POA who have worked with Vistar since 2019, the relationship has been a genuine journey. Vistar Media has grown and learned the programmatic space together, and Vistar has been there from the early stages as the market, the technology and buyer expectations have continued to evolve. That trust matters. Their team has consistently been knowledgeable, supportive and easy to work with, and Vistar Media genuinely value the role they have played in helping POA bring Queensland audiences into the programmatic DOOH ecosystem. Ready to make an impact with out-of-home? OOH delivers unparalleled reach and impact. Its experts craft captivating campaigns that drive results. Vistar Media'll handle every detail, ensuring your brand message resonates. Let's transform your OOH vision into reality. Get the Latest Insights

Swiftly partners with Vistar Media to augment its omnichannel reach with digital out of home. New collaboration integrates Vistar's programmatic DOOH with Swiftly's retail media platform, enabling retailers and brands to target and influence shoppers across digital and physical environments and measure real-world sales SEATTLE-(BUSINESS WIRE)-Swiftly, a leading retail technology platform, today announced a strategic partnership with Vistar Media, the programmatic leader in digital out-of-home (DOOH) advertising. The collaboration expands Swiftly's omnichannel capabilities, offering retailers and CPG brands a powerful new way to reach shoppers across digital, mobile, and physical environments while measuring how advertising influences real-world purchases. As retail media continues to grow, brands are looking for ways to connect with shoppers closer to the point of sale and prove that their campaigns drive actual revenue. By combining Swiftly's digital media platform with Vistar's programmatic DOOH network, the partnership allows advertisers to run coordinated campaigns across digital and physical touchpoints, helping brands stay connected with shoppers throughout the path to purchase. Vistar Media operates the largest independent DOOH marketplace in the U.S., with access to more than 1.1 million screens including digital billboards at transit stations, airports, shopping mall screens, and major in-store media aggregators in the grocery and convenience retail locations. Through the integration, campaigns activated through Swiftly's retail media platform and Audience Optimizer(TM) can extend to these screens using the same audience targeting and campaign controls used for digital retail media, allowing brands to reach high-intent shoppers across multiple environments from a single campaign. Following each campaign, Swiftly measures performance using retailer-provided transaction data to show how media exposure influences in-store purchases. This closed-loop measurement gives brands and retailers a clearer view of return on ad spend and helps validate the effectiveness of omnichannel retail media campaigns. "Retailers and CPGs want retail media to deliver more than impressions. They want proof that campaigns drive sales," said Rob Foley, SVP of Partnerships at Swiftly. "By integrating Vistar's DOOH network with Swiftly's retail media platform, we can help advertisers reach shoppers at key moments along the path to purchase and connect those impressions directly to store transactions. This gives both retailers and brands greater confidence in where they invest their media dollars." The integration also gives retailers the ability to expand their retail media offerings without adding new systems or complexity. Campaigns can be targeted to specific stores, regions, or shopper audiences, allowing brands to reach consumers during the critical decision-making stage while creating new revenue opportunities for retailers through additional media inventory. "At Vistar, our mission is to help brands and retailers harness the power of out-of-home in smarter, data-driven ways," said Dave Rivera, VP, Channel Partnerships, Vistar Media. "By partnering with Swiftly, we're bringing the scale and precision of DOOH directly into the retail media ecosystem, empowering CPG marketers to extend the impact of their campaigns all the way to the shelf." The new capability is live and available today. Retailers and brands can immediately begin incorporating DOOH into Swiftly-powered retail media campaigns, adding a high-impact channel that complements digital circulars, loyalty promotions, and in-app advertising. By extending retail media beyond owned digital properties and into the physical world, Swiftly continues to help retailers compete with larger chains while giving brands more effective ways to reach shoppers and drive measurable growth. About Swiftly Swiftly is a leading provider of technology and retail media and technology solutions for retailers worldwide. Founded in 2018, Swiftly empowers brick-and-mortar retailers to build stronger relationships with their shoppers and the brands they carry. With its digital suite, Business Wire, Inc. provide retailers with the technology that engages and delights their shoppers, while enabling brands to reach those shoppers with the personalized content that drives purchases. Trusted by hundreds of iconic brands, Swiftly is leveling the retail playing field and giving retailers the tools they need to compete in today's crowded marketplace. For more information, please visit www.swiftly.com About Vistar Media Vistar Media is the home of out-of-home (OOH). Business Wire, Inc. provide brands, marketers and media owners with the world's first truly intelligent platform for buying and selling OOH media - from dynamic, programmatic digital screens to high-impact traditional placements. By unifying the entire DOOH ecosystem, Vistar enables brands to capture a better kind of attention, reaching audiences with precision at scale through data-driven targeting and measurable results. As the industry's largest marketplace for OOH transactions, Vistar offers a full suite of cutting-edge solutions, including a demand-side platform (DSP), supply-side platform (SSP), ad server, player, device management system and traditional OOH planning software. Headquartered in New York and operating in over 35 global markets, Vistar is shaping the future of OOH - pioneering innovation and setting the standard for excellence. Vistar Media is part of T-Mobile Advertising Solutions. Learn more at www.vistarmedia.com More News From Swiftly SEATTLE-( BUSINESS WIRE )-Swiftly, a leading provider of retail technology and tools, today announced a new partnership with Merchants Distributors (MDI), a leading wholesale grocery distributor, to enhance digital capabilities for their network of independent retailers. Through the partnership, Swiftly will power best-in-class web, digital circular, and offsite digital circular amplification. In addition, MDI will leverage Swiftly's newly launched SmartCircular(TM) solution, enabling its retailer... SEATTLE-( BUSINESS WIRE )-Swiftly, a leading provider of retail technology and retail media solutions, today announced a partnership with Giant Eagle, one of the nation's largest food and pharmacy retailers, to bring Swiftly's industry-leading Alcohol Cashback program to market. The collaboration marks a significant step forward in modernizing alcohol promotions and creating expanded opportunities for growth across the retail value chain. Giant Eagle selected Swiftly's Alcohol Cashback program... SEATTLE-( BUSINESS WIRE )-Swiftly(R), a leading retail technology platform, today announced the launch of SmartCircular(TM), a new AI-powered digital circular experience that helps grocers turn their weekly circular into a measurable performance marketing channel. SmartCircular(TM) makes it easy to convert existing circular PDFs into an interactive shopper experience that drives engagement, builds the shopping list, and helps connect promotions to outcomes. The circular has long served as the commercia... Swiftly. Release Versions