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DOOH 'supercharges purchase intent with store location' September 23, 2026 10:30 am Brands that include store locator information on digital out of home campaigns, so shoppers can navigate their way to physical locations, can increase overall purchase intent by up to 20% and even higher at 110% for impulse buys, according to a new analysis. The report, "The store locator effect: How store information moves audiences from screen to store", has been published by Vistar Media, part of T-Mobile Advertising Solutions, in partnership with Omnicom Media and Annalect to examines how the placement and design of store locators in programmatic DOOH shapes consumer intent. The study tested advertising creatives for three store locator placements, with location information placed at the top, middle and bottom of the ad, and a control unit without any location details. They ran across retail, quick service restaurant (QSR) and consumer packaged goods (CPG) campaigns. Across the study, top and bottom placements consistently outperformed the middle of the creative, where store information competed with headlines and imagery and was more easily overlooked. For CPG campaigns, top placement drove the strongest overall purchase intent lift (20% vs. control), while for retail and QSR campaigns, bottom placement drove the strongest overall visit intent (9% vs. control). The effect varies by category; store locators had a strong impact across the board, with retail and QSR campaigns seeing significant lifts in visit intent. The largest effect was observed among CPG impulse-buy products (for instance sweets and chocolate), where purchase intent rose by over 110%, suggesting that store locators become especially valuable when a purchase decision can be made spontaneously. However, design is just as important as placement. Independent of where store information appeared, creative execution had a measurable effect. Using a familiar location "pin" lifted visit intent by 16%, and applying high-contrast design between the store information and the rest of the creative lifted visit or purchase intent (depending on category) by 10%. Additional branding can also influence brand recognition. When a store locator prominently featured another brand, such as a supermarket, dealership or retailer, the additional branding appeared to divide attention between the advertiser and the reseller. For campaigns focused on building brand recognition, particularly for newer or emerging brands, this is worth keeping in mind when designing store locator content. Vistar Media VP, creative studio and creative solutions Martine Hammink said: "This research shows that small creative decisions, like where a store locator sits and how it's designed, have a quantifiably meaningful effect on how audiences respond. When thoughtfully considered, a simple store locator becomes a measurable driver of consumer intent. "It's not a one-size-fits-all approach, but we hope this study gives brands and creative teams real evidence to make their creative outdoor advertising decisions more intentional and impactful." Omnicom NL OOH director Roos Goesz added: "With programmatic DOOH and DCO, Decision Marketing can deliver outdoor ads far more efficiently at the right place, time, and moment. That means better visibility, attention, and engagement. "This study gives us the solid backing and real insights we need. Seeing how dynamic solutions like store locators perform lets us shift from 'using potential' to 'proving real value'."

Vistar Media expands operations in Japan, bringing world class out-of-home technology and expertise to one of the world's most advanced media markets. (Left to right: Yosuke Maekawa, Country Manager, Vistar Media, and Akinori Inoue, Supply Partnerships Manager, Vistar Media) Appointment of local leadership team underscores Vistar's long-term commitment to accelerating programmatic and digital out-of-home growth across Japan Vistar Media, the leading global provider of technology solutions for out-of-home (OOH) media, and part of T-Mobile Advertising Solutions, today announced the expansion of its operations in Japan, bringing its full suite of technology solutions to the market. As part of a significant investment in one of the world's most advanced OOH markets, Vistar is establishing a dedicated local team to support media owners, advertisers, agencies and partners across the country. With a highly developed transit media ecosystem, premium digital inventory, and an advertising industry that embraces innovation in media and technology, Japan is strategic to Vistar's APAC expansion. Vistar's expansion introduces Vistar's full suite of cutting-edge solutions to Japan, including a digital OOH dedicated demand-side platform (DSP), supply-side platform (SSP), ad server, player, device management system and traditional OOH planning software. "Japan has long been recognized as one of the most advanced out-of-home markets in the world," said Michael Provenzano, Co-Founder and CEO of Vistar Media and SVP of T-Mobile Advertising Solutions. "We see tremendous opportunity to help accelerate the next phase of growth by bringing together local expertise, proven technology and scale of Vistar's global marketplace. Our investment in Japan reflects our confidence in the market and our commitment to supporting advertisers and media owners in the years ahead." As part of expansion, Vistar has announced the appointment of Yosuke Maekawa as Country Manager. Maekawa brings more than two decades of experience across digital media, advertising technology and business development, having held leadership roles at Amazon, Expedia Group, PubMatic and comScore. He will oversee Vistar's growth strategy and operations in Japan. "Japan is home to some of the world's most sophisticated out-of-home media environments and presents a significant opportunity for continued programmatic growth," said Yosuke Maekawa, Country Manager, Japan, Vistar Media. "I'm excited to bring Vistar's technology, expertise and global marketplace to advertisers and media owners across Japan while helping accelerate the next chapter of growth for the industry." Vistar has also appointed Akinori Inoue as Supply Partnerships Managers, Japan. Inoue will lead Vistar's efforts to expand publisher and media owner partnerships across the Japanese market.

Vistar expands into Japan with local leadership team. Thu, 10th Sep 2026 (Today) Vistar Media has expanded into Japan, establishing a dedicated local leadership team. As part of the move, it is introducing its full programmatic out-of-home technology stack to the market, including a demand-side platform, supply-side platform, ad server, player, device management system and planning software for traditional out-of-home campaigns. Japan gives Vistar a deeper foothold in Asia Pacific, where advertisers and media owners are moving towards programmatic and digital out-of-home faster than in some other markets. The company operates in more than 35 markets globally and is part of T-Mobile Advertising Solutions. To lead the operation, Vistar has appointed Yosuke Maekawa as Country Manager for Japan. He previously held roles at Amazon, Expedia Group, PubMatic and comScore, and brings more than two decades of experience in digital media, advertising technology and business development. Akinori Inoue has also joined as Supply Partnerships Manager for Japan and will focus on expanding relationships with publishers and media owners in the country. Japan is widely regarded within the sector as one of the most developed out-of-home advertising markets, particularly in transit media and premium digital inventory. Vistar sees it as a strategic market within its broader regional expansion. Michael Provenzano, Co-Founder and Chief Executive Officer of Vistar Media and SVP of T-Mobile Advertising Solutions, linked the move to the structure of the local market and the company's plans in the country. "Japan has long been recognized as one of the most advanced out-of-home markets in the world. We see tremendous opportunity to help accelerate the next phase of growth by bringing together local expertise, proven technology and the scale of Vistar's global marketplace. Our investment in Japan reflects our confidence in the market and our commitment to supporting advertisers and media owners in the years ahead," said Provenzano. Local team Maekawa will oversee growth strategy and operations in Japan, giving Vistar an on-the-ground executive presence as it works more directly with agencies, advertisers and media owners. The appointment suggests the company sees enough demand to justify local management rather than handling Japan solely through a wider regional structure. His background spans eCommerce, travel, ad tech and measurement, sectors that often overlap in programmatic advertising. That mix may prove relevant in a market where digital out-of-home buyers increasingly want data-led campaign planning and buying tools that fit alongside broader digital media activity. "Japan is home to some of the world's most sophisticated out-of-home media environments and presents a significant opportunity for continued programmatic growth. I'm excited to bring Vistar's technology, expertise and global marketplace to advertisers and media owners across Japan while helping accelerate the next chapter of growth for the industry," said Maekawa. Regional push The Japan expansion also reflects a wider effort across Asia Pacific. Ben Baker, the company's APAC Managing Director, said the region has shown strong momentum over the past year as advertisers and media owners shift towards programmatic buying and digital out-of-home formats. "Expanding to Japan is a significant milestone for Vistar. Over the past year we've seen strong momentum across Asia Pacific, with advertisers and media owners moving to programmatic and digital out-of-home faster than we've seen in other markets. Japan is one of the most advanced OOH markets in the world, so this is a natural and important step for us. It also reflects how committed we are to the region more broadly. I'm excited to work with Yosuke Maekawa and the team as we continue building genuine, long-term partnerships across the region," said Baker. Digital out-of-home has drawn increased interest from advertisers because it allows inventory to be bought more flexibly than traditional static placements, while media owners can use software to manage screens and sales more dynamically. In Japan, where transport hubs and dense urban areas support large-scale out-of-home networks, that shift has made the market attractive to international ad tech companies seeking growth. For Vistar, the challenge will be translating its global platform into a market with established local operators, strong incumbent relationships and distinct buying practices. Its decision to set up a dedicated leadership team indicates it believes local partnerships will be central to winning a larger share of programmatic out-of-home spend. Inoue's role is likely to be important on that front, as supply partnerships determine how much premium inventory is available through a marketplace and how useful that marketplace becomes for agencies and advertisers looking for scale in Japan. Vistar aims to connect more of Japan's premium out-of-home inventory to its marketplace of advertisers and agencies through those local relationships.