Vistar Media strengthens Southeast Asia team with key hires
Vistar Media has appointed Kevin Smyth as Commercial Director, Southeast Asia, and Cindy Lim as DSP Partnerships Manager, marking a significant strengthening of its leadership team in the region. The technology provider for out-of-home (OOH) media continues its strategy of investing in Southeast Asia as adoption of programmatic digital out-of-home (pDOOH) accelerates.
Regional strategy
The company has reported four years of strong financial performance across Southeast Asia and is now entering a further phase of regional expansion. The appointments of Smyth and Lim follow plans to increase the team size to support growing demand for OOH solutions and drive further expansion in regional markets.
The appointments are designed to enable the Southeast Asia team to operate more independently and support clients and partners more closely as programmatic OOH gains traction.
"Vistar's growth in Southeast Asia reflects the incredible opportunity that lies ahead. Kevin and Cindy both bring a deep understanding of the region and the expertise needed to support our clients and partners as pDOOH adoption accelerates. With their appointments, our Southeast Asia team is now fully equipped to operate independently and deliver the level of service and insight our partners expect," said Ben Baker, Managing Director, APAC, Vistar Media.
Leadership experience
Smyth brings more than two decades of experience in digital media and ad technology. His previous roles include leading Southeast Asia sales at GumGum and contributing to the expansion of connected TV (CTV) and programmatic video business at Magnite.
He is tasked with supporting partners in achieving improved targeting, planning and measurement within digital OOH, aiming to help brands and agencies maximise the value of the channel in one of the world's most diverse and quickly evolving advertising environments.
"I am really looking forward to working with our partners to help them get more from pDOOH through smarter planning, better targeting, creative that stands out, and measurement that empowers both brands and agencies. Southeast Asia is one of the most exciting and diverse markets in the world, with huge potential for innovation in how brands connect with audiences. I see an incredible opportunity for Vistar to bring the same sophistication and scale to pDOOH that programmatic has delivered to other digital channels, while remaining rooted in local understanding and collaboration," said Smyth.
Industry expertise
Lim joins Vistar Media after a decade in the OOH sector, including ten years at JCDecaux. She previously led programmatic trading roles and will now focus on overseeing demand-side platform (DSP) partnerships in Southeast Asia. This includes managing relationships with omnichannel DSPs and providing strategic guidance to foster growth for clients and industry partners across regional markets.
"Moving to Vistar was an obvious choice. I have spent over ten years in the OOH industry, including five focused on programmatic, and have seen first-hand the impact pDOOH can have in growing the category in Southeast Asia. I am eager to bring that experience to Vistar and continue building strong partnerships that deliver value for clients and the broader ecosystem," said Lim.
Market momentum
The Southeast Asia region is witnessing growth in demand for programmatic digital out-of-home advertising as brands aim for data-driven targeting and tangible results from their campaigns. Vistar Media's latest appointments form part of an ongoing effort to cement its presence and capacity in what it describes as one of the fastest-growing markets for programmatic OOH advertising.
