As digital out of home advertising continues to attract increased investment across global markets, technology providers are strengthening leadership to support enterprise scale transformation. Vistar Media appoints Oliver Goodge as Enterprise Sales Director EMEA, signaling a renewed focus on expanding enterprise solutions and accelerating modernization across the regional out of home ecosystem.
Vistar Media, part of T-Mobile Advertising Solutions, said the newly created role reflects growing demand from media owners and retailers seeking to modernize digital out of home operations and unlock new revenue streams. Goodge will be responsible for leading enterprise sales growth across EMEA while working closely with partners to transition from manual workflows to automated and real time monetization models.
Reporting to Eric Lamb, Senior Vice President of Enterprise Solutions, Goodge will focus on delivering a fully integrated service model that connects traditional out of home inventory with programmatic and direct sales channels. His remit includes helping organizations consolidate fragmented operations into a unified platform powered by Vistar enterprise technology.
In his role, Goodge will support media owners and retailers in deploying Vistar tools such as Ad Server, Cortex, and Mediation to streamline inventory management and sales execution. The objective is to move beyond legacy loop based scheduling models and enable more dynamic pricing, demand access, and yield optimization through a single operational system.
“Oliver’s appointment marks a significant step towards our long term commitment to growth in the EMEA market,” said Eric Lamb, SVP Enterprise Solutions at Vistar Media. “As media owners and retailers across the region look to modernise DOOH operations and unlock new revenue, Oliver brings the right combination of programmatic expertise, technical understanding of relevant industry software, commercial leadership and firsthand media owner experience.”
Goodge brings more than ten years of experience across the programmatic advertising ecosystem, with leadership roles spanning media owners, demand side platforms, and software development. Most recently, he led the launch of i media programmatic operations, building the solution from the ground up and delivering first to market programmatic data integrations. Earlier in his career, he served as Commercial Director at Scoota, overseeing global profit and loss strategy and trading relationships across EMEA, North America, and APAC.
Throughout his career, Goodge has led teams across multiple programmatic channels including programmatic digital out of home, display, audio, and connected television. That cross channel experience positions him to help enterprise customers align digital out of home with broader omnichannel strategies.
“I’m really excited to be joining Vistar at a time when digital OOH is evolving so quickly,” said Oliver Goodge, Enterprise Sales Director EMEA at Vistar Media. “There’s a huge opportunity to help media owners and retailers simplify how they operate and make more from their digital screens. I’m looking forward to working closely with partners to build smarter, more efficient ways of doing business.”
Based in London, Goodge joins Vistar Media with immediate effect. For the MarTech ecosystem, the appointment highlights continued momentum in enterprise digital out of home, as automation, data driven selling, and unified platforms become central to scaling revenue and operational efficiency across global markets.
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