Western Union teams with Vistar Media to build Retail Media Network Across North America, Brazil

Published: 2025-04-02 08:26:11 ET WU

Vistar Media, a global provider of technology solutions for out-of-home media, has signed an agreement with Western Union to manage and monetize its growing network of over 2,200 digital out-of-home screens across the U.S., Canada and Brazil.

Western Union is transforming its marketing screen assets into a robust retail media network aimed at reaching multicultural audiences, according to a press release.

Western Union began with a mix of existing and newly installed screens, many of which were previously underutilized. Through Vistar's technology, these screens have been revitalized, enabling Western Union to manage their network with precision while unlocking programmatic and enhancing direct buying revenue streams.

"Western Union's approach to building a media network aligned perfectly with Vistar's mission to redefine what's possible in digital out-of-home advertising," Eric Lamb, SVP, enterprise solutions at Vistar Media, said in the release. "With our modern stack of technology solutions, we've helped Western Union turn screens that were once underutilized into a vibrant, high-performing media network. This partnership showcases how advanced technology can empower a global financial leader to connect authentically with a specific audience, generate meaningful revenue and drive measurable results for advertisers."

"Partnering with Vistar Media has been a game-changer for us," Josh Bernstein, director, media network operations at Western Union, said in the release. "With their advanced technology, we've turned screens that were once under performing into a dynamic media network that truly reflects the communities we serve. Vistar's tools have not only made managing our network seamless but have also opened the door to new revenue opportunities, all while helping us connect our advertisers with multicultural audiences who are often overlooked by traditional advertising."