Vistar Media Highlights Education Gap in Southeast Asia's Programmatic DOOH Market
· 3h ago · Originally reported by ExchangeWire
Kevin Smyth, Commercial Director for Southeast Asia at Vistar Media, reflected on the development of programmatic out-of-home advertising across the APAC region. Following the Vistar Connects Singapore event, Smyth emphasized that market education remains the primary barrier to wider adoption.
Why it matters
Programmatic digital billboards offer flexible, automated buying, but regional adoption lags when agency teams and brands lack operational familiarity with the technology.
Explain it like I’m new here
Digital street billboards can now be bought instantly online, but many advertisers still need lessons on how to use the software instead of booking them the old-fashioned way.
Read the original at ExchangeWire
Terms in this story
Programmatic advertising
Programmatic advertising is buying and selling ad space through automated software, usually one impression at a time, instead of through manual negotiations, phone calls and paper contracts.
DOOH (digital out-of-home)
DOOH (digital out-of-home) is advertising on digital screens in public places, such as billboards, transit stations, airports, malls, lifts and taxis, often bought programmatically.
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