Observed Signal · Oct 6, 2026 · Interview · Source: ExchangeWire · Impact: 2/5 · Sentiment: Positive
Vistar Media's Kevin Smyth on Programmatic DOOH Challenges
In an interview with ExchangeWire, Kevin Smyth, Managing Director EMEA at Vistar Media, discusses the state of programmatic Digital Out-of-Home (DOOH). He identifies education as the biggest gap hindering adoption, emphasizing the need to educate advertisers and agencies on the benefits of automation, data-driven targeting, and measurability in DOOH. Smyth also highlights the growth of programmatic DOOH, the importance of measurement standards, and the potential of CTV convergence. He stresses that the industry must move beyond traditional OOH buying mindsets and embrace the programmatic ecosystem to unlock its full potential.
The interview provides insights into the programmatic DOOH market's challenges and growth potential from a key industry player, but it is not breaking news.
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Key Takeaways & Evidence Grounding
- Kevin Smyth, Managing Director EMEA at Vistar Media, was interviewed.
- Smyth states that education is the biggest gap in programmatic DOOH adoption.
- The interview was published on ExchangeWire on October 6, 2026.
- Vistar Media is a programmatic DOOH advertising platform.
- Smyth emphasizes the need for measurement standards in DOOH.
Connected Companies & Entities
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Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
T-Mobile Makes Mobile Data Exclusive to Vistar for DOOH Targeting
T-Mobile Advertising Solutions announced that its mobile data is now exclusively available for out-of-home (OOH) campaign targeting via Vistar Media, which T-Mobile acquired in January 2025. Advertisers can use Vistar to activate off-the-shelf and custom audiences built on T-Mobile's first-party data, including mobile location data and anonymized app usage data. This integration brings in-app targeting capabilities to DOOH. T-Mobile is also experimenting with agentic AI tools and self-serve solutions for audience building, and plans to offer DOOH measurement capabilities next year. The exclusive arrangement is partly driven by tightening regulations around location data, making it safer to share data only with its owned platform.
DOOH Store Locator Position Study Shows Top and Bottom Perform
A study by Vistar Media, Omnicom Media, and Annalect examined the optimal placement of store locator information in dynamic DOOH creatives. Testing 7,200 participants in the Netherlands, the study found that placing the store locator at the top of the creative increased purchase intent by 20%, while bottom placement boosted visit intent by 9%. The middle position underperformed on both metrics. Category-specific results showed significant lifts for retailers and confectionery brands. The study also highlighted the importance of design elements like pin icons and contrast, and cautioned against prominent retailer branding that could reduce brand recall for advertisers.
MEEDIA Dossier: Programmatic Advertising in the Age of AI
This MEEDIA dossier examines the current state of programmatic advertising in the age of AI. It revisits the debate sparked by Brian O'Kelley's claim that 'programmatic advertising is dead', contrasting it with Eric Hall's (BVDW) rebuttal. The article notes that in spring 2026, more media types like print, cinema, and OOH are becoming programmatically bookable, and AI is helping to compensate for signal loss in the data market. The dossier includes links to related articles on topics such as Amazon's ChatGPT ads, programmatic retail media, and the value of first-party data.
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