Vistar Media powers Jolly Billboards' programmatic growth in NZ
Vistar Media has formed a new partnership with Jolly Billboards to provide its enterprise software stack across Jolly's out-of-home advertising network in New Zealand.
Under this agreement, Jolly Billboards will use Vistar Media's ad server, media player, and mediation solutions to manage and power its network of 150 classic and digital billboards throughout the country.
The collaboration is intended to streamline programmatic advertising operations and boost the efficiency of campaign delivery for media buyers and advertisers.
Network enhancement
Jolly Billboards' national footprint now includes 22 large-format digital screens that are available for programmatic buying, in addition to its broader network of classic and digital billboard sites.
Vistar Media's technology has already had an impact, according to company representatives, with Jolly reporting increased programmatic revenue and enhanced advertiser engagement since implementing the software stack from Vistar.
Luke Adams, Director, Enterprise Sales at Vistar Media APAC, stated,
"Jolly has built a powerful presence in the New Zealand OOH space, and we're proud to support the next phase of their growth. With Vistar's enterprise technology, Jolly can offer advertisers a smarter, more agile way to reach audiences that combines bold creative with precision targeting and seamless execution."
The Vistar system is designed to centralise various types of advertising campaigns – both those sold directly and those purchased programmatically – within a single platform.
This integration allows Jolly Billboards to manage campaign delivery more efficiently and maximise revenue opportunities. The software also supports stable and flexible operation of the media player component, connecting directly with the ad server and ensuring reliable ad scheduling.
Immediate operational impact
Jonny Drumm, Managing Director at Jolly Billboards, commented on the immediate benefits experienced by Jolly following the shift to Vistar's technology stack. He said,
"The results have been immediate – we've seen a notable uplift in programmatic revenue and advertiser engagement. Vistar's technology is easy to use, their team is incredibly responsive and we went live across the network super fast."
"It's allowed us to focus on what we do best – delivering bold, creative campaigns for our clients. Our trafficking team is making great use of the educational platform, Vistar Academy, which has been an exceptional resource in bringing my team up to speed with the latest in programmatic strategy."
The educational resources provided by Vistar, including the Vistar Academy, have facilitated a smoother and quicker onboarding process for Jolly Billboards' operational team. This has reportedly enabled staff to rapidly become familiar with current programmatic advertising strategies and techniques.
Broader implications
According to Vistar Media, reliable infrastructure provided by its enterprise technology enables Jolly Billboards to scale their operations without frequent disruptions.
This operational stability is intended to help the company to concentrate on growth initiatives, client services, and increasing advertising revenue.
The agreement between the two companies reflects broader trends in the digital out-of-home sector within New Zealand, where there is a growing emphasis on programmatic advertising, measurable results, and operational efficiency.
The partnership is positioned to allow brands to activate campaigns dynamically, leverage audience insights, and achieve greater levels of campaign agility in the New Zealand market.
