DeepIntent Taps Into Vistar Media’s Digital OOH Inventory
The partnership follows a string of others aimed at expanding DeepIntent’s offerings to pharma marketers.
A new partnership between DeepIntent and Vistar Media centers on giving health and pharma marketers access to more digital out-of-home (DOOH) ad inventory.
Marketers can now activate DOOH placements via Vistar’s marketplace directly within the DeepIntent DSP, alongside their existing omnichannel campaigns managed through the platform.
Vistar’s inventory comprises “premium screens in high-impact environments,” per Tuesday’s launch announcement, such as retail and office locations and transportation hubs.
The team-up comes as OOH ad spending is reportedly on the rise in the U.S., reaching nearly $9.5 billion in revenue in 2025—a new record—according to data from the Out of Home Advertising Association of America cited in the release.
In addition to the DOOH offerings, the Vistar marketplace also provides access to point-of-care inventory through the company’s publisher partners.
“Healthcare marketers are looking for ways to connect with audiences across every meaningful moment of the consumer journey,” Nicole Alfonso, VP of media partnerships at DeepIntent, said in a statement. “By bringing Vistar’s premium digital out-of-home inventory into the DeepIntent platform, we’re making it easier for advertisers to activate high-impact omnichannel campaigns while leveraging the healthcare data, optimization, and measurement capabilities that drive better outcomes.”
The Vistar partnership is the latest in a string of moves by DeepIntent to expand the reach of its pharma marketer clients. In back-to-back announcements in May, the martech developer joined forces with OptimizeRx, Lane4 and epocrates, all with an aim of growing its footprint in EHR-connected and other point-of-care inventory.
solli’s Final Thoughts
With a skyrocketing number of digital screens out in the world and increasingly precise targeting and measurement technologies for the channel, DOOH spending is rebounding from a pandemic-era slump in a major way.
Pharma marketers appear to be on board, especially as the channel presents a particularly strong venue for achieving the oft-repeated goal of “meeting patients where they are.”
But, as with every other piece of the omnichannel pie, true success in DOOH will come not from merely flooding screens and billboards with a generic message, but from bringing in accurate, real-time targeting and measurement tools to optimize placements and reach the right audiences in the right places.
