Vistar Media has named ABCS Insights as an approved measurement partner, marking a significant step forward in bringing deeper transparency and sales accountability to the digital out-of-home sector. The partnership will give advertisers the ability to directly measure how DOOH exposure influences both retail and e-commerce performance, offering a clearer understanding of how upper and mid funnel engagement translates into actual purchases across CPG and non CPG categories.
With this collaboration, brands working with Vistar Media can now rely on ABCS Insights’ long established experimental design to understand the incremental sales impact of their campaigns. This framework captures core indicators such as household penetration, purchase occasions, and sales per buying occasion, enabling marketers to move beyond surface level metrics and identify the specific drivers behind improved performance. For advertisers seeking to prove the value of DOOH within omnichannel strategies, this type of insight has historically been difficult to access.
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ABCS Insights brings a sophisticated data approach that blends geolocation signals with extensive consumer datasets to track how exposure influences real world shopping behavior. The company uses the location information of seventy million panelists and millions of mobile device IDs, along with item level sales data gathered from a receipt panel of twenty three million members. By linking devices exposed to a DOOH campaign with time stamped purchase records, ABCS is able to isolate the true incremental lift generated by the ad activity. This process allows brands to identify not only whether sales increased but also how and why the campaign drove that outcome.
Jerome Shimizu, Founder and CEO of ABCS Insights, emphasized the importance of strengthening measurement standards in the DOOH category. He said, “With Vistar Media’s market-leading programmatic DOOH solutions, we’re bringing a new level of rigor to how out-of-home exposure connects to real-world sales. By combining Vistar’s powerful activation capabilities with ABCS’s proven expertise in quantifying OOH sales lift, we’re delivering a measurement solution unmatched in the industry.” His comments reflect a shared mission between the two companies to build greater confidence among advertisers who want clear validation of how DOOH investments influence consumer behavior.
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The partnership underscores a broader shift in the industry, as DOOH campaigns increasingly integrate with digital performance channels and require more advanced attribution tools. With this new collaboration, Vistar Media clients will gain a clearer understanding of their campaign ROI, supported by experimental rigor and the kind of high quality data that has traditionally been available only in digital native channels.
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