Montreal, Canada – Independent programmatic digital out of home (DOOH) adtech, Hivestack, has appointed Mina Naguib, former senior director and chief architect at advertising ecosystem Samsung Ads, to be its new chief technology officer (CTO).

Naguib is a tech industry veteran since 1997, and his expertise spans many areas including data centre management, cloud and virtualization, low-level system development, web and application development, and distributed systems. During his previous role at Samsung Ads, Naguib has managed the design, operations, and growth of various advertising technologies and teams. Prior to this, he was an architect at creative marketing and communications agency Cossette. Naguib has also participated in the IAB Tech Labs in defining industry frameworks for European and US privacy compliance.

In his new role, Naguib will be responsible for the long-term strategic direction of the organization’s overall technology function. He will establish technology standards to direct strategic design, as well as manage and implement an enterprise-wide technology infrastructure. Naguib will also play a key role in recognising and analysing trends and innovations that would directly impact the company’s products and performance.

Commenting on his appointment, Naguib said, “I am thrilled to be joining the Hivestack leadership team at such a transformational time for the industry. I look forward to working closely with Andreas, Bruno and the entire team to ensure Hivestack’s technology is world-class, empowers our customers, and is a joy to use.”

Meanwhile, Andreas Soupliotis, Hivestack’s founder and CEO, said, “Mina is widely respected within the ad tech industry and joins our team at a pivotal time and brings with him a wealth of knowledge to support our efforts of driving innovation across the DOOH landscape.”

Bruno Guerrero, Hivestack’s chief operations officer, shared that it is an incredibly exciting time for them at Hivestack as they continue to design and build market-leading technology for the advertisers and media owners within the DOOH ecosystem.

“Having Mina join our team is a testament to our commitment to driving innovation across the DOOH industry and we are fortunate to have him joining our team,” said Guerrero. 

Just recently, Hivestack has launched its programmatic DOOH marketplace in Malaysia, where brands, agencies and omnichannel demand-side platforms (DSPs) can access the Hivestack platform to plan, activate, and measure programmatic DOOH campaigns via private marketplace (PMP) and open exchange deals.

Singapore – Outdoor Media Association (OMA), the peak industry body which represents Australia’s outdoor media display companies, have announced its new members, which includes shopping centre company Scentre Group, independent programmatic digital out-of-home (DOOH) adtech Hivestack, and health and wellbeing media network Tonic Media Network.

OMA also announced that Scentre Group and Tonic Media Network have joined as members of the industry’s audience measurement system, LOVE (measurement of outdoor visibility and exposure).

Scentre Group owns and operates a portfolio of 42 Westfield Living Centres across, which are some of the most frequented destinations in the region. Its in-house marketing solutions business, BrandSpace, connects brands and businesses to the Westfield audience through a portfolio of connected digital and physical touchpoints. Meanwhile, Hivestack specialises in the buy and sell-side of programmatic DOOH advertising. 

Lastly, rejoining OMA and LOVE, Tonic Media Network offers a health channel that reaches over 16 million Australians in GP waiting rooms and pharmacies each month.

Scott Moore, Scentre Group’s general manager for BrandSpace, noted that the membership signifies their support for the industry’s commitment to make it easier to plan and buy out-of-home media, through innovations in audience measurement and standardisation. 

“The enhancements to LOVE in measuring audiences in retail environments and on digital out-of-home assets will better enable us to help brands, retail partners, marketers and their agencies unlock the power of marketing within the Westfield environment,” said Moore.

Meanwhile, Watt Bushby, Hivestack’s managing director for ANZ and SEA, believes that the solutions OMA is building in areas like digital audience measurement and standardisation will provide the transparency and accuracy needed to take our industry to the next stage. 

“There is a big opportunity for marketers to harness the power of contextual targeting in programmatic DOOH and deliver even more effective campaigns. Innovations like LOVE 2.0 will go a long way in enabling that,” said Bushby.

Richard Silverton, Tonic Media Network’s CEO and managing director, said, “We’ve been watching the development of the LOVE 2.0 build and we’re really excited about all that the platform will offer. It is critical that our customers are confident that they are reaching the right people with the right message at the right time.”

In early November, OMA has revealed a raft of initiatives set to launch on 31 January at its first OUT-FRONT event. The rollout will include the interim audience measurement update LOVE 1.5, which will measure digital screens and provide a new metric based on neuroscience called the Neuro Impact Factor. In addition, standardisation guidelines will be introduced that will see the industry unite on common terminology, screen ratios, insertion orders, and shift to selling OOH by Share of Time. The industry also announced plans to move towards carbon-neutrality in 2022 by building a tool that gives advertisers the option to offset their OOH campaigns.

Charmaine Moldrich, OMA’s CEO, shared that the renaissance of outdoor advertising is showing no signs of waning, and this is further reinvigorating membership to the industry body.

“A lot of the work we do as an industry body is focused on our responsibility as a provider of advertising in the public space, of which sustainability is a vital part. Our aim is pledging to go carbon neutral as an industry is to set ourselves on that path of reducing emissions and waste, and to also be seen as a sustainable advertising channel doing our part,” said Moldrich.

Kuala Lumpur, Malaysia – Hivestack, an independent programmatic digital out of home (DOOH) adtech, has announced the launch of of its programmatic DOOH marketplace in Malaysia, where brands, agencies and omnichannel demand-side platforms (DSPs) in Malaysia can access the Hivestack platform to plan, activate and measure programmatic DOOH campaigns via private marketplace (PMP) and open exchange deals.

As part of the expansion into Malaysia, Hivestack has also signed some of the largest OOH/DOOH media owners via the Hivestack Supply Side Platform (SSP), including BIG Tree, Seni Jaya, Spectrum, Laguna, Lantern Media, Sky Blue, Power Screen, WOW Media, Era Jaya, and AOS Media. These media owners will be able to monetize their premium DOOH inventory by connecting to a global pool of advertisers in real-time. 

Said market expansion comes after Hivestack had announced partnerships with GroupM, who they have a partnership with in 14 countries globally, and dentsu-owned Posterscope who have already activated a live campaign in December 2021. These agency clients now have the opportunity to use data-driven audience targeting to activate campaigns within Malaysia as well as outside-in buys across Hivestack’s premium global network.

Matt Bushby, managing director for ANZ and SEA at Hivestack, said, “We’re thrilled to announce our Malaysia market launch to accelerate the adoption of programmatic DOOH across SEA. We’ve already seen incredible success in other markets across the region and look forward to utilizing our full stack platform to drive growth in this new market.”

The announcement also coincides with Hivestack’s appointment of Pearly Teong, hired as VP for demand for Malaysia and Thailand. Teong joins the business from Amobee and with her strong industry experience and market expertise, is well placed to drive programmatic DOOH forward in Malaysia to make this market launch a big success.

Hong Kong – Independent programmatic digital out-of-home (DOOH) adtech Hivestack has been tapped by Hong Kong-based healthcare DOOH media network Alfaxmedia to offer brands, agencies and omnichannel demand side platform (DSP’s) the opportunity to purchase and activate Alfaxmedia’s DOOH inventory programmatically across Hong Kong. This will be done exclusively via the Hivestack supply side platform (SSP) platform.

Through the partnership, advertisers seeking to reach targeted audiences visiting or in the vicinity of healthcare facilities will be able to leverage Hivestack’s suite of planning, targeting and measurement capabilities to effectively deliver their campaigns and truly connect with their audiences.

Said partnership comes after Alfaxmedia’s plans to grow its network coverage by 20% in 2022, and make its healthcare media available exclusively via the Hivestack SSP.

For Lydia Yang, founder and managing director at Alfaxmedia, they believe that with Hivestack’s technology, its solution can offer significant value enhancements for both publishers and advertisers.

“Programmatic digital out of home (pDOOH) is undoubtedly the next big step in the evolution of the OOH media industry, as there is an increasing urgency to meet the demands of advertisers who seek data-driven ad solutions. We are very excited to be part of this game-changing development in the pDOOH industry by partnering with Hivestack, the global leader and pioneer in pDOOH,” Yang stated.

Meanwhile, Troy Yang, managing director for North Asia at Hivestack, commented, “We are thrilled to partner with Alfaxmedia who will exclusively use the Hivestack SSP to connect to our worldwide network of advertisers, especially within China, to drive new revenue from their DOOH inventory. Brands inside and outside of Hong Kong will now be able to use the Hivestack DSP to advertise their campaigns across Alfaxmedia’s premium healthcare screens.”

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.

Hong Kong – Global programmatic digital out of home (DOOH) adtech company Hivestack has been selected as programmatic digital out of home (DOOH) partner by a couple of global advertising and media companies including GroupM, Xaxis, Publicis, Havas and dentsu International Hong Kong.

Through these partnerships, Hong Kong-based advertisers will now be able to capitalize on the benefits of programmatic buying, activating against premium programmatic DOOH inventory through the Hivestack DSP via open exchange and Private Marketplace deals.

To date, programmatic DOOH is one of the fastest growing channels in Hong Kong and provides crucial opportunities for media buyers to plan and deliver contextualized, targeted and measurable campaigns at scale across premium DOOH inventory in the region.

Troy Yang, managing director for North Asia at Hivestack, said, “These partnerships are a testament to continued growth of programmatic DOOH opportunities across North Asia, we are delighted to have the opportunity to work with such influential leaders in media and advertising to pioneer programmatic DOOH in Hong Kong.”

Kenny Ip, head of investment for Hong Kong at GroupM, said, “It’s great to have partnered with Hivestack who continue to drive programmatic digital out of home (DOOH) in Hong Kong.”

Andy Chung, managing director at Xaxis and INCA, said, “We are pleased to recognize that Hivestack is the pioneer and specialist in this area, capable of advanced solutions & features. We look forward to working with Hivestack and bringing these benefits to our GroupM clients.”

Meanwhile, Andrew Cawte, managing director at Havas Media Hong Kong, commented, “Thanks to our partnership with Hivestack, we at last have the opportunity in Hong Kong to buy premium programmatic DOOH inventory, at scale. This is game changing for advertisers here.”

Hivestack has seen significant growth in 2021 following several global expansions including China, Hong Kong and Taiwan earlier this year, most recently onboarding new premium supply side partnerships in Hong Kong.

Tammii Pang, head of PMX at Publicis Media Hong Kong, said, “This is an incredibly exciting time for the DOOH market in Hong Kong. We look forward to collaborating with our new partners at Hivestack to leverage their market leading programmatic technology and offer our clients a way to precisely engage audiences outside of the home.”

Meanwhile, Anna Chan, CEO of Media LoB, dentsu International Hong Kong, commented, “As an integrated solutions provider, we are glad to partner with Hivestack to offer a more seamless and innovative consumer journey for our clients, as DOOH is becoming an increasingly vital media touch point.”

Taipei, Taiwan – Digital out-of-home (DOOH) media owner Solmate Media has tapped programmatic DOOH adtech company Hivestack to be its partner to distribute programmatic DOOH in Taiwan, offering local and global brands, agencies and omnichannel demand-side platforms (DSPs) the opportunity to purchase and activate DOOH inventory.

The partnership, a first for the Taiwan market, will be instrumental in driving adoption of programmatic DOOH in the Taiwanese market. Solmate’s advanced and interactive digital screens will benefit agencies and omnichannel DSPs in monetizing their premium DOOH inventory leveraging custom audience and omnichannel targeting via the Hivestack SSP.

To date, Solmate currently has 6,000 premium digital screens in high-end hair salons across Taiwan, with plans to increase this to over 10,000 by the end of 2022. In addition, Solmate screens are enabled and integrated within the customer mirrors at leading hair salons, meaning dwell time is upwards of 60 minutes, which gives advertisers an opportunity to target audiences with non-skippable video content.

Yaw Ren Tsai, CEO at Solmate Media said, “We are very pleased to be partnering with Hivestack in Taiwan and look forward to expanding our DOOH presence in the local market. By leveraging Hivestack’s market-leading technology and our network of premium DOOH screens, we can raise awareness for the programmatic DOOH channel and connect better with the global marketplace.”

Meanwhile, Troy Yang, managing director for North Asia at Hivestack commented that this partnership is an exciting moment for them in time to be announcing their first Supply Side Platform (SSP) partnership in Taiwan – the initial step in the firm’s market launch. 

“Solmate Media is an ideal partner with their network of screens in premium hair salons, offering unparalleled targeting capabilities for both local and global advertisers. Hivestack is pioneering the Taiwan market for programmatic DOOH and we are thrilled to be increasing premium inventory supply, providing our demand partners the opportunity for outside-in buys into Taiwan from around the world, globally,” Yang said.

Taipei, Taiwan – Asia-centric big data company Vpon has announced a new partnership with global adtech company Hivestack to amplify data-driven digital out-of-home (DOOH) advertising across the markets of Hong Kong and Taiwan.

Said partnership merges Vpon’s extensive mobile location data enables precise audience targeting X Hivestack’s programmatic digital out-of-home technology. Furthermore, said partnership brings together Vpon’s extensive location data with the targeting and measurement capabilities of Hivestack’s demand-side platform (DSP).

This then allows Hivestack’s advertising clients to deliver contextually relevant out-of-home messaging to different segments of consumers in Hong Kong and Taiwan.

Hivestack’s DSP creates accurate custom segments by geofencing places of interest frequented by a brand’s target audience. The data will be leveraged to build hourly device concentration scores for each DOOH asset and activate screens where a high concentration of devices has been previously observed. Hivestack’s platform uses market-leading technology to activate the right DOOH screens at the right time, using billions of anonymous data points from mobile location ID’s. 

Arthur Chan, COO of Vpon, comments that their company’s effective and customizable data products are the ‘perfect accompaniment’ to Hivestack’s unique programmatic technology, which uses location data to activate digital screens in real-time based on behavioral patterns and movement.

“The partnership presents an exciting opportunity for marketers in Hong Kong and Taiwan to combine our far-reaching data sets and expert analytics with Hivestack’s market leading DSP to identify and reach the most relevant audience for their campaigns with high impact out-of-home advertising,” Chan stated.

Meanwhile, Troy Yang, MD for North Asia at Hivestack, describes that Hong Kong and Taiwan are key markets for Hivestack and they are excited to partner with an innovative big-data company that is prominent in these countries.

“Vpon’s unrivaled mobile location data and capabilities will be a valuable addition to the Hivestack offering, enabling marketers to serve timely and compelling advertising to the right audiences at the right moment and in the right place, as well as to continually measure and optimize their out of home campaigns to maximize conversions,” Yang stated.

Sydney, Australia – Digital out-of-home (DOOH) advertising firm Hivestack has announced a new appointment to their first advisory board, a step towards Hivestack’s APAC regional expansion.

Harry Dewhirst, formerly of independent advertising platform Amobee, to which he co-founded and was acquired by Singapore-based telecom Singtel in 2012, joins Hivestack’s advisory board and will overlook the company’s advising and counsel on its APAC strategic expansion.

Aside from his Amobee background, he was also the president of data analytics firm Blis, to which he worked on the company’s commercial partnerships and international growth. Furthermore, he has also worked as a non-executive chairman for public relations agency Mutant Communications, non-executive director for alcohol delivery company Trouble Brewing, and more recently as partner for fund investing startup Ballpark Ventures.

“I am thrilled to have the honor of being appointed as Hivestack’s first Advisory Board member”, commented Dewhirst. “Having led companies in the region and being both a serial entrepreneur and investor, I can clearly see why Hivestack’s technology and talent will advance the ad tech and martech industry in APAC. I look forward to facilitating their success and supporting their expansion plans in the region.”

Meanwhile, Andreas Soupliotis, co-founder and CEO of Hivestack commented, “We are delighted to welcome Harry as a member of Hivestack’s Advisory Board. His success as a founder and entrepreneur building and scaling digital and tech companies to huge success, makes him an invaluable asset as we continue to expand our operations in Asia-Pacific.”