Singapore – Vistar Media, the global provider of programmatic software and digital signage solutions for out-of-home (OOH), announces a partnership with Ten Square, the largest outdoor LED display in Singapore. 

Vistar Media will serve as Ten Square’s supply-side platform (SSP) partner for programmatic DOOH transactions. And with this partnership, advertisers across Southeast Asia and around the world can now access Ten Square’s groundbreaking 3D anamorphic screen via Vistar’s SSP. 

“As we double down on our investment in programmatic DOOH across Southeast Asia, I’m excited to forge such a strong partnership with Ten Square, bringing advertisers one of the most unique out-of-home formats in Singapore for their advertising efforts,” said Ben Baker, managing director, APAC, at Vistar Media.

He further shared that “Partnerships like these are crucial to our efforts at Vistar to accelerate the overall adoption of pDOOH, and I’m confident this will help advertisers continue to recognise the unique value the channel can bring to an omnichannel media mix.”

The iconic Singapore Ten Square is an eye-catching digital billboard that stands at 305 sq m.tall and boasts high-resolution images with a 10mm pixel pitch and more than 3 million pixels, including anamorphic content on three sides.

Being the first of its kind in Singapore, it offers an immersive experience for onlookers passing by a high-traffic shopping hub in the city. It is situated on the facade of the iconic one-stop car vending machine in Singapore’s bustling CBD.

Ten Square also includes an event space that can be utilized for brand activations, launches, and promotions.

Franck Vidal, director for Southeast Asia sales and partnerships at Vistar Media, shared that they are thrilled to welcome an innovative partner like Ten Square to join their robust network of digital inventory in Southeast Asia. 

“Ten Square’s unique screen truly leans into the future of programmatic out-of-home, and the immense creative potential that comes with the channel. I’m excited to witness firsthand how advertisers tap into this unique canvas for their advertising campaigns,” he continued. 

Meanwhile, Gary Hong, founder of Ten Square, comments on the partnership, saying that, “We are thrilled to partner with Vistar Media to help brands execute iconic pDOOH campaigns across our standout, “state of the art” screen that sits on the façade of the eye-catching car vending machine.” 

“With these innovations, we hope to elevate creatives and branding to new heights, captivating audiences even in the darkest of nights through our mesmerizing 3D anamorphic “ready” billboard. The seamless fusion of technology and artistry empowers brands to make a deep and lasting impression on passersby,” he added. 

Jakarta, Indonesia – Local mineral water brand AQUA has teamed up with media technology group Moving Walls to launch a digital out-of-home (DOOH) campaign, which maximises programmatic capabilities and changes in weather patterns.

Launched in two phases across four weeks, AQUA using the tagline #AQUADULU, a hydration reminder campaign deployed a DOOH campaign that was triggered by multiple weather conditions ranging from hot climes to unstable conditions. 

The first phase saw commuters being reminded of the need to drink up and stay hydrated as temperatures soared in the metropolis. This was the first time that the brand harnessed the powers of API Weather targeting from a moving truck.

During the last week of the campaign, a truck powered with LED screens exclusively showcased multiple AQUA creatives that changed as temperatures fluctuated. Three different creatives were used for the working weekdays while a different set of creatives caught the attention of onlookers during the weekend. This contextually relevant content ensured that creatives were impactful and relevant, meeting consumers where they were.

AQUA also made use of the Citayam Fashion Week, an impromptu street fashion event that coincided with the campaign. The Citayam Fashion Week is a phenomenon where teenagers throng to public places in Jakarta to make a fashion statement. The LED screened truck was strategically placed at the Sudirman train station which became an instant hip and fashionable backdrop for the posers.

Jonathan Andre Widjaja, supply lead at Moving Walls Indonesia, said, “The future of OOH is data-driven campaigns. Campaigns that are creative and deliver highly relevant content directly to the target audience. Digital transformation and technological advancements in out-door advertising has made it possible to leverage robust, granular-level data to plan and execute high-performing campaigns such as these.”

Meanwhile, Intan Andini, senior digital manager for AQUA at Danone, commented, “In all #AQUADULU campaign that we’ve done in digital, this LED programmatic innovation allows us to create highly personalised creatives and bring us closer to our consumers in any relevant occasions. To always adapt our way in reaching our consumers has always been the key to get the result beyond measure.” 

She added, “Leveraging this approach gives us the best result possible with +2Mio views in high traffic areas in Jakarta in less than a month. This enable us to keep reminding people to drink #AQUADULU especially during this constant change of weather season and recently being seamlessly present at one of the most phenomenal cultural events, Citayam Fashion Week.”

Seoul, South Korea – COM2US, a global multi-content and gaming platform company in South Korea, has partnered with programmatic digital out-of-home (DOOH) adtech Hivestack, to launch its first cross-border programmatic DOOH campaign in the USA via Open Exchange through the Hivestack DSP.

Using the Hivestack Custom Audience and Geotargeting technology, COM2US has advertised its new baseball game ‘MLB 9 innings 22’, to a custom audience of baseball enthusiasts in the Los Angeles area and at specific points of interests (POI) including the Angel Baseball Stadium of Anaheim during the Major League Baseball tournament. 

Through this partnership, COM2US has successfully connected and engaged further with its target audience leveraging trigger targeting capabilities available within the Hivestack DSP, activating the campaign every three hours before the game was set to begin using a proximity geofence of a 10km radius of the stadium.

Hivestack said that its advanced programmatic DOOH technology enables local and global buyers to access premium DOOH screens in over 25 markets across the world. In turn, media owners can benefit from both domestic and international revenue from brands, agencies and omnichannel DSPs – a revolutionary evolution of the OOH channel.

Hoon Lee, Hivestack’s vice president of demand and supply for Korea, commented that through this innovative, cross-border campaign, COM2US are setting a new global digital paradigm in the gaming industry in Korea. 

“Throughout the campaign, we were able to adjust campaign parameters in real-time and select the most suitable DOOH locations for the target audience. We look forward to expanding our partnership with COM2US to launch numerous campaigns internationally in the future,” said Lee.

Meanwhile, Youngjoo Park, COM2US’s director of marketing and content center, shared that the collaboration with the Hivestack team has enabled COM2US to light up new markets and bring our campaigns to a global audience.

“With Hivestack’s Geotargeting technology, we were able to deliver the advertisements at the right time, at the right place, to the right customer,” said Park.

Most recently, Hivestack has extended its partnership with Asiaray, an out-of-home (OOH) media company with a strategic focus on mega transport advertising media management. This partnership will see Asiaray offering both domestic and international buyers the opportunity to activate programmatic DOOH campaigns via Private Marketplace (PMP) deals through the Hivestack SSP and direct deals via the Hivestack Ad Server.