Out-of-home (OOH) media software provider Vistar Media has partnered with eyewear manufacturer and distributor Aspex Eyewear Group, to help bolster the company’s presence throughout major cities in Canada and the U.S.

Leveraging Vistar’s proximity targeting capabilities, the multi-touch marketing campaign will feature a mix of static and video creative content, such as billboards, urban panels, colleges and universities, bars, movie theatres, office buildings, malls, and taxi/rideshare TV. The goal is to reach target audiences with engaging, high-impact messaging in English and French, at several touchpoints throughout their daily routine—encouraging them to visit nearby retailers where the company’s product is sold.

Aspex has implemented programmatic digital out-of-home (DOOH) to further diversify its media mix and support its social campaigns and TV spots. This is the company’s first time integrating these capabilities into its omnichannel marketing strategy. Following the campaign’s 13-week flight, Aspex will also conduct a brand study to evaluate its performance.

“We’re proud to partner with Vistar Media to execute our DOOH campaign,” says Felix Sides, vice-president of Aspex Eyewear Group. “The proximity targeting and robust measurement capabilities of DOOH will allow us to effectively connect with our audience across North America, evaluate the impact of campaign performance, and take our broader marketing strategy to the next level.”