Haleon partners with Vistar Media for global OOH strategy

Haleon has announced that Vistar Media has been selected as its partner for programmatic out-of-home (OOH) advertising in key global markets.

This partnership will combine Vistar Media's technology with Haleon's brands like Panadol and Voltaren, facilitating data-driven OOH campaigns designed for relevance and sustainability. Vistar Media will collaborate with Haleon's media agency, Publicis, to enhance the impact and efficiency of Haleon's media strategy. Haleon aims to leverage Vistar's demand-side platform (DSP) to carry out personalised digital out-of-home (DOOH) campaigns at scale.

Ben Baker, Vistar Media's APAC Managing Director, commented on the partnership: "We're incredibly proud to be selected as Haleon's global partner for programmatic OOH. It's exciting to see this partnership amplify the impact of iconic brands like Panadol and Voltaren, both essentials in our lives. At Vistar, we're all about leveraging technology to connect brands with people in meaningful ways, at the right moment and in the right place."

"Working alongside Haleon and Publicis, we're ready to deliver campaigns that are not only innovative but also resonate deeply with consumers across Southeast Asia and the globe."

This collaboration is part of Haleon's ongoing strategy to better control its media investments while aligning with its commitment to sustainability. Vistar's programmatic capabilities, combined with Publicis' expertise, will support Haleon in delivering effective campaigns with a reduced environmental footprint. OOH advertising is recognised for its carbon efficiency, which aligns well with Haleon's quality media initiatives.

Brook Minto, Global Investment Director, Marketing Edge at Haleon, added, "Haleon is always seeking the best ways to connect with consumers while staying true to our sustainability mission. Partnering with Vistar Media lets us push boundaries in digital out-of-home advertising, combining innovation with purpose. Their expertise and cutting-edge technology empower us to elevate the quality of our media investments globally in a way that truly aligns with our values."

This partnership between Haleon and Vistar Media marks a strategic step in enhancing Haleon's global media presence through programmatic out-of-home advertising. By leveraging Vistar's technology and Publicis' expertise, Haleon aims to execute data-driven, sustainable campaigns that resonate with consumers. The collaboration supports Haleon's goals of increasing media investment efficiency while maintaining a commitment to sustainability, reinforcing the company's efforts to connect with audiences in innovative ways while minimising environmental impact.