Vistar Media Expands DOOH Measurement with Happydemics Partnership

Vistar Media has announced a global partnership with Happydemics, a brand lift measurement specialist, to introduce recall-based measurement for digital out of home (DOOH) campaigns. The move reflects growing demand from advertisers for more rigorous, advertiser-grade proof of DOOH’s impact as the channel takes a larger role in global media plans.

Under the agreement, Happydemics’ survey-based methodology will be integrated into the Vistar ecosystem, enabling brands to measure campaign impact across awareness, familiarity, consideration, perception and purchase intent. The solution is designed specifically for DOOH environments and includes validated exposure modeling and DOOH-specific benchmarks.

Unlike panel-based systems, Happydemics focuses on targeting consumers who recall exposure to an ad, without relying on incentivized panels. The methodology is built to deliver statistically robust sample sizes and can be enriched with contextual insights through point-of-interest data where available. Campaigns are benchmarked against category, venue and format norms, allowing advertisers to compare performance against similar brands within the same vertical.

Reports are delivered within 24 hours of campaign completion, giving marketers timely insights to optimize creative and media strategies. The framework also offers consistency across regions, including EMEA, North America, Latin America and APAC, an increasingly important feature as multinational brands expand DOOH investments beyond single markets.

The partnership comes at a time when DOOH is becoming more tightly integrated into omnichannel strategies. As OOH increasingly connects with mobile, social, CTV and programmatic buying environments, advertisers are seeking measurement standards that align with broader digital expectations. By introducing standardized, recall-based brand lift measurement at scale, Vistar and Happydemics aim to strengthen confidence in DOOH as a measurable upper-funnel and full-funnel media channel.

For brands investing in programmatic DOOH across multiple markets, the message is clear: measurement must evolve alongside media execution. This partnership signals that the infrastructure supporting DOOH accountability is maturing in step with global demand.