Tag: DOOH

Taipei, Taiwan – Digital signage operator and digital out-of-home (DOOH) media provider PilotTV Media has partnered with adtech Hivestack. Through this partnership, PilotTV will integrate their premium DOOH inventory into the Hivestack supply side platform (SSP). 

PilotTV Media’s digital place-based media inventory will be available programmatically to both local and global advertisers via Open Exchange deals and Private Marketplace (PMP) buys. Advertisers will initially have access to six large LED digital screens located in the popular Kaohsiung Metro Stations in Taiwan. 

In addition, brands, agencies and omnichannel DSPs both within Taiwan and globally will be able to purchase and run data-driven and highly impactful programmatic DOOH campaigns in the country.

Troy Yang, managing director for North Asia at Hivestack, said, “We are excited to build on the momentum we have already created in North Asia and continue our expansion in Taiwan through this new partnership with PilotTV Media. Our partnership with PilotTV is instrumental in our vision of building up the largest local DOOH marketplace in Taiwan, just like all the other markets we operate in, so buyers can precisely target their audience throughout their path to purchase journey.”

Meanwhile, YF Juan, VP for international operations and infrastructure services at PilotTV, commented, “Hivestack is the natural partner for us in Taiwan given their position as a world leading programmatic DOOH adtech company. Leveraging our existing technical infrastructure, we are excited to partner with a pioneer for programmatic trading to drive growth through DOOH advertising campaigns across our increasingly large network of inventory in Taiwan.”

Recently, Hivestack has announced a partnership with KanBan Culture, a privately owned programmatic DOOH media owner in Taiwan.

Mumbai, India – Programmatic digital out-of-home (DOOH) player Lemma has announced its independent supply side platform (SSP) for its DOOH offering. In addition, it also aims to address the imperative need of transparency for measuring return of investment (ROI) on DOOH spent by advertisers. 

The SSP is built with the intent of delivering objective, exact and timely reports to advertisers, much in line with Lemma’s values of trust and transparency. Lemma SSP will ensure clarity at all levels, right from providing brands with quality and brand safe inventory to visibility in real media costing.

In addition, Lemma SSP will also provide 3rd party validation through standard DSP integration with the likes of MediaMath, Google DV 360 and Yahoo!. This validation ensures that advertisers avoid wasteful spends resulting from fraudulent audience counts and inactive screen status.

Commenting on the launch, Gulab Patil, founder and CEO at Lemma, said, “As programmatic DOOH scales across various markets it becomes essential for stakeholders to provide transparent solutions to advertisers to win their trust and encourage them to spend more on the medium. However, this must be practised without any compromises from either side.”

He added, “Keeping this in mind we’ve developed Lemma SSP, an unbiased independent platform that brings in trust, transparency, accurate validation & efficient price discovery and enables all stakeholders to equally benefit from a part of the programmatic ecosystem.” 

As demand for audience buying surges in DOOH, the new SSP will also serve as a complete audience buying solution for marketers by avoiding wasteful exposure through an exposure gauge that alters in real time in sync with audience availability in select locations and screens. This will ensure that no ad is shown when the audience footfall is below accepted levels. 

Location parameters are also set for each DOOH screen as per its size and location. Audience data is then obtained from various data partners pertaining to each site location, which is then matched with the campaign parameters to trigger the displays.

New Zealand – Fuel distributor Z Energy in New Zealand has partnered with media agency MBM and digital billboard network LUMO Digital Outdoor, to deliver its market-first HTML DOOH in the country. This is part of the company’s newly launched brand platform – ‘Moving with the times’.

Powered by LENS, which deems to be the market’s only live, camera-based vehicle measurement tool for roadside DOOH inventory, the LUMO built HTML creative displays a live daily tally of EV vehicles that have driven passed each digital billboard. The system’s proprietary technology detects the number plates of vehicles as they enter the viewing zone of each roadside digital screen. ‍

Each detection event is cross-referenced against the Waka Kotahi database, in real-time, to determine whether the detected vehicle can be categorised as an EV. If true, the event is added to the daily count and pushed directly to the HTML creative to update a text widget on the creative template. The data supplied is completely anonymous, with simply a make and model reference to determine engine type.

Andy Baird, Z Energy’s general manager of retail, believes that the campaign is an opportunity to celebrate the diversity of the country in which they operate, and for them to lean into the tough conversations, they need to have to achieve a low carbon Aotearoa – showing all New Zealanders how Z is moving with the times.

“Z is already on its low carbon journey with ambitious emissions reductions targets and is committed to actively choosing to invest in low-carbon revenue streams that are better for both our customers and the planet. We are playing in some of these spaces already,” said Baird.

Meanwhile, Jamie Snow, LUMO Labs’ head of digital design, noted that HTML is standard online, but they are only seeing its use sporadically across DOOH, and the more they see in the programmatic DOOH space particularly, the more they will see formats like HTML being the standard.

“DOOH creative has a way to come here in NZ, but it is reassuring that agency partners like MBM understand the capabilities of our network, enough so to help direct client’s towards best practices and executions such as what Z has achieved here,” said Snow.

Kaitlin Mitchell, MBM’s business director, commented, “For Z to be ‘Moving With The Times’, we need an open and collaborative approach from media owners to help us deliver innovative solutions. We are delighted we have been able to achieve that with LUMO.”

The campaign is now live across LUMO screens in Auckland, Hamilton, Tauranga, and Wellington, as well as Christchurch.

Kuala Lumpur, Malaysia – Media investment company GroupM and global outdoor advertising technology provider Moving Walls have partnered to bring automation and accountability to digital out-of-home (DOOH) advertising in Malaysia.

The partnership enables clients of GroupM agencies, namely Mindshare, m/Six, MediaCom, and Wavemaker, to leverage Moving Audiences Plus, an audience data-driven planning, buying, measurement, and ad-play verification solution that can activate all connected DOOH screens across the country.

Moving Walls has developed a comprehensive technology stack including a DOOH planning tool that predicts audiences based on the most recent movement trends, a demand-side platform that activates against these plans, and an in-campaign analytics tool that measures actual campaign performance that can then be compared against the predictions.

The inventory is connected to this ecosystem by Location Media Xchange (LMX), the supply-focused subsidiary of the Moving Walls group and a variety of advertisers including Chevron, Dell, Lancome, and Shell have already run outcome-based outdoor advertising campaigns powered by the new solution. Through this new solution, clients will now be able to estimate and measure audience delivery down to specific ad plays rather than relying on historical vehicle traffic numbers. 

Anne Leow, GroupM Malaysia’s head of GroupM Outdoor, shared that as outdoor advertising embraces digital efficiencies, it is important to first streamline and legitimise the delivery of the advertising in a manner that is verifiable by all parties – the media owner, media buyer, and the tech providers. 

“This partnership enables us to apply market-leading DOOH technology to optimise media spends across thousands of screens that are present in different venues, both indoor and outdoor locations,” said Leow.

Meanwhile, Srikanth Ramachandran, Moving Walls Group’s founder and CEO, commented that they are excited to launch this with GroupM Malaysia in a market that has some of the region’s most iconic DOOH sites and where many static sites continue to convert to digital panels. 

“Verification of ad plays and campaign performance will improve confidence amongst brands to extend their digital video campaigns to the big screens,” said Ramachandran.

Taiwan — Hivestack, a programmatic digital out of home (DOOH) ad tech company has announced a partnership with KanBan Culture, a privately owned programmatic DOOH media owner in Taiwan. Through this new collaboration, KanBan Culture’s DOOH inventory will be integrated into the Hivestack Supply Side Platform (SSP) allowing buyers to activate it programmatically in the Taiwanese market.

KanBan Culture offers premium DOOH inventory in retail, service and hospitality environments, targeting consumers at convenience stores, supermarkets, restaurant chains, sporting arenas and education facilities. Currently, KanBan Culture operates across 277 convenience stores and expects to expand further by the end of the year, with a sizable presence along the popular ‘food street’ in Taiwanese department stores and numerous outdoor LED billboards spread across major highway intersections in Taiwan.

Hivestack’s SSP will enable KanBan Culture to monetise their DOOH inventory at these locations to create a programmatic scale for advertisers both inside Taiwan and global brands looking to activate audiences inside the country, via outside-in buys.

Richie Chen, CEO and co-founder of KanBan Culture, commented, “In this nascent industry of programmatic DOOH, the entire industry should and must collaborate for a sustainable ecosystem. Kanban’s role is the facilitator and enabler and we are thrilled to partner with Hivestack, the leading programmatic DOOH ad tech company.”

Troy Yang, managing director of Hivestack North Asia, said that they are excited to be expanding their SSP partnership in Taiwan – a market that they believe has great potential.

“Partnering with KanBan Culture will further strengthen our premium inventory supply for programmatic DOOH, enabling our local and global demand partners the opportunity to reach the most relevant audience for their campaigns with high impact out-of-home advertising across Taiwan,” Yang said.

New Zealand – Auckland-based DOOH provider LUMO Digital Outdoor has partnered with DOOH adtech startup Doohly to launch a new, independent solution that will help streamline the entire direct and programmatic DOOH buying experience, as innovation continues across the channel.

The partnership will be deploying a purpose-built content management system (CMS) that will manage the roadside DOOH network. It is a live, independent solution accessible to all CRM, ad servers, supply-side platforms, audience measurement, and DOOH verification technologies open to integration.

Moreover, LUMO will have greater control over how it manages its networks for the benefit of buyers, from ad scheduling and reporting through to programmatic delivery. Doohly’s CMS solution will also be built in tandem with LUMO’s custom CRM system to reduce the requirement for manual involvement once campaigns are approved.

Jack Plowright, LUMO’s general manager of programmatic, shared that this new system and partnership with Dooh.ly is allowing them to embrace innovations in the programmatic without the integration siloes that exist amongst players. 

“We’re taking more control and some of the key projects we are aiming to push forward will provide equal access to our inventory. Doohly is a key part of that with its ability to drill down to the integrations across the different platforms that we use,” said Plowright.

Lumo, having seen the potential in programmatic buying for the channel, has sorted a platform that could integrate directly with supply-side platforms without the need to reserve a spot in the loop for programmatic access. Ensuring that inventory remains fluid between direct and programmatic buy types, the integration will push all available inventory to SSPs but allow direct campaigns to be allocated to the ad play opportunity if not fulfilled by programmatic buyers.

The integration with SSP partners such as Hivestack and Vistar will allow clients to have open access to the LUMO network programmatically, regardless of what demand-side platform they wish to buy through. Soon, live programmatic inventory on the network will be available to help manage impression capacity and campaign delivery.

Meanwhile, the Doohly CMS solution is set up to ingest real-time audience measurement data via the LENS platform, as well third-party display verification platform, Seedooh, providing a fully integrated campaign delivery system built for the demands of advertisers using DOOH.

Sean Law, Doohly’s co-founder, commented, “We’re committed to helping build and support the DOOH industry globally, and this partnership with LUMO was a natural step forward for that goal. We’re incredibly excited to be working alongside LUMO for this new industry initiative.”

Phil Clemas, LUMO’s CEO and co-founder, noted that they are seeing a changing shift in attitudes towards programmatic buying, and the growing demand has created an opportunity for them to provide a better pDOOH solution, and the new software platform is innovative, purpose-built and unique to their market, giving them another way to meet growing expectations around the demand for flexibility of DOOH campaigns. 

“Ultimately we’re helping the market see the adaptability needed for the digital channel as we anticipate the future needs of our clients,” said Clemas.

Just recently, LUMO has also partnered with visual communications platform Canva to launch ‘Billboards For Good’, an initiative that supplies New Zealand-based charities with free outdoor campaign activation.

New Zealand – Out-of-home media company JCDecaux New Zealand today announced the launch of programmatic trading across its roadside digital large format network, nationally across New Zealand. The new offering is in partnership with VIOOH, the premium global digital out-of-home (DOOH) marketplace.

JCDecaux PROGRAMMATIC is DSP agnostic and, through VIOOH, is currently integrated with Vistar, Yahoo and Hivestack. The entire suite of JCDecaux’s digital large format portfolio – over 40 sites nationally – will be available to trade programmatically. 

Furthermore, to ensure that every potential advertiser can access JCDecaux’s full suite of inventory, JCDecaux is guaranteeing supply for programmatic advertisers by setting aside five per cent of the share of time on every digital screen to programmatic campaigns published via the VIOOH platform. The company said that this allocated share of time is expected to increase as demand for the offering grows.

Kurt Malcolm, trading and innovations director at JCDecaux, shared that they’ve had considerable interest in the roadside portfolio being made available to trade programmatically and are seeing huge potential in this product. 

“Our programmatic offering will deliver increased campaign flexibility and measurability, and make JCDecaux’s Digital Large Format network accessible to more advertisers than ever before,” said Malcom. 

JCDecaux’s roadside programmatic offering follows the launch of JCDecaux PROGRAMMATIC in airports in New Zealand in November 2021. In the same period, the company has also won the tender to be the exclusive OOH advertising partner for the Adelaide Railway Station in Australia. 

Auckland, New Zealand – The programmatic DOOH steering committee of the Interactive Advertising Bureau (IAB) in New Zealand has agreed on a new industry benchmark impression called the ‘Impression Multiplier’ formula, in a bid to be used by New Zealand-based DOOH suppliers activating inventory programmatically.

The formula is commonly referred to as the value of impressions delivered by a single ad play, appropriate to the hour of the day, day of the week and the screen on which the ad is served. Arriving at this value requires the application of an Impression Multiplier formula.

The agreed formula consists of several variables; these include the cumulative data, pertaining to the hourly audience exposed at a screen level; the ad play duration and dwell time in front of each screen which used to determine a probable number of ad play exposures, and lastly, the number of ad plays within the hour on the screen being measured. Hourly audience volume and dwell time lengths are determined by each supplier’s respective measurement methodologies.

Said agreement follows last year’s announcement of the IAB Programmatic Steering committee, an initiative from the IAB to accelerate the adoption and revenue growth of programmatic digital out of home in New Zealand, through a program of thought leadership, education, inspiration and awareness.

LUMO’s Jack Plowright, who leads the committee’s Measurement workstream, said, “For a market in its formative period, this is a significant achievement. What we identified early on was a desire amongst members to find consistencies where practical for our respective networks. Having one recipe we can all follow.”

Meanwhile, Kurt Malcolm, committee member and trading and innovations director at JCDecaux New Zealand, commented, “’This piece of work was only possible because we acknowledged our responsibility as an industry body to provide clarity in an emerging marketplace. A robust and representative Impression Multiplier formula is a leap towards that.”

Kuala Lumpur, Malaysia – Dentsu Malaysia has named global adtech company Hivestack as its new programmatic digital out-of-home (DOOH) partner for the Malaysian market. 

The partnership will allow clients of dentsu agencies, namely Carat, dentsuX, and iProspect, to programmatically activate digital OOH inventory by leveraging the Hivestack DSP via Private Marketplace (PMP) deals.

Moreover, the partnership will provide advertisers with data-driven planning, targeting, and measurement solutions for DOOH, as well as offer access to premium publishers from across the globe and within Malaysia. Through this new opportunity, Malaysia-based advertisers can now create and deliver measurable and addressable DOOH campaigns, leveraging valuable data to drive business outcomes.

According to Dentsu Malaysia, the new partnership represents a dynamic shift in the OOH media landscape in the Malaysian market, moving away from a more traditional loop-based buying model and offering advertisers the opportunity to take a data-driven audience-centric or impression-based approach.

Dheeraj Raina, Dentsu Malaysia’s CEO of media, believes that the partnership is a step-change breakthrough, which is something that the teams have been working on. 

“With this, we are taking the guesswork out of DOOH planning and making the medium work harder for brand performance and become a truly data-driven consumer touchpoint,” said Raina.

Dentsu also said that brands in the country will be able to qualify campaign exposure metrics like proximity, dwell time, and establish robust ‘opportunity to see’ (OTS) zones by the environment, as well as have the ability to accurately measure the impact of campaigns, unlocking unprecedented metrics such as impressions, traffic data, and dynamic reach, as well as geo-temporal data, among others.

Matt Bushby, Hivestack’s managing director for ANZ and SEA, commented, “We’ve already seen incredible success in other regions across SEA and look forward to utilizing our full-stack platform to drive growth in this new market.”

The agency has already kicked off the recent partnership in 2021 by delivering campaigns for an online food delivery client via within the Hivestack DSP.

In addition, Dentsu has announced that it is also adding the data science muscle behind the product by working on an attribution model that measures the impact of the medium on brand metrics run through machine learning models built by its in-house data science team.

Auckland, New Zealand – Out-of-home media company JCDecaux in New Zealand and global digital out-of-home marketplace VIOOH have launched their programmatic offering in partnership with Air New Zealand.

Said campaign is the first to run programmatically across JCDecaux New Zealand’s airport portfolio. Additionally, it is the first campaign in New Zealand to leverage the global integration between VIOOH’s supply-side platform and Yahoo’s demand-side platform.

The offering, called as ‘JCDecaux PROGRAMMATIC’, is now available to all advertisers interested in booking digital inventory in and around Auckland, Christchurch and Queenstown Airports, and offers the benefit of short-booking lead times and the ability to ‘switch on, switch off and pause’ a campaign. Programmatic digital out-of-home also provides the ability to buy inventory on specific days or during selected dayparts, and based on specific triggers, such as the weather. 

“The launch of JCDecaux PROGRAMMATIC in airports is an important first step towards the wider launch, which will include all JCDecaux roadside Digital Large Format locations, planned for early 2022. Programmatic buying is set to transform the industry in New Zealand, offering advertisers access to high-quality out-of-home inventory with true control and even greater flexibility,” said Mike Watkins, country head at JCDecaux New Zealand.

JCDecaux New Zealand’s exclusive global supply-side platform VIOOH, automates the planning and trading of digital out-of-home. Globally, VIOOH is connected with over 34 DSPs, including foundation partners for the New Zealand market Yahoo and Vistar. In New Zealand, JCDecaux’s programmatic offering will be DSP agnostic, with more integrations planned in the coming months.

“I’m delighted to be announcing our first programmatic out-of-home campaign in New Zealand. New Zealand is a new and growing market for VIOOH, so I’m excited to see how our programmatic out-of-home offerings will enable more advertisers in this market to have access to high quality, targeted media activations for their digital out-of-home campaigns, and therefore drive more efficacy and optimized results,” said Jean-Christophe Conti, chief executive officer at VIOOH.

The campaign is also made possible by dentsu and Yahoo’s omnichannel demand-side platform (DSP).

“Yahoo’s omnichannel DSP makes it easy for advertisers to connect to consumers no matter where they are. To have JCDecaux, a leading out-of-home player, plugged in and trading programmatically on the platform opens up a new world of possibilities. This is only the start of our very exciting global partnership with VIOOH and JCDecaux,” said John McNerney, director of platforms for ANZ at Yahoo.

Meanwhile, Richard Pook, GM for products and partnerships at dentsu, commented, “It’s great to see JCDecaux launching programmatic outdoor with Air New Zealand, offering them flexibility, superior efficiency and audience buying capability. As we fully scale inventory availability in New Zealand over the next few months, I am sure that clients and agencies will rapidly embrace this new and exciting way of buying out-of-home audiences.”