Tag: Programmatic DOOH

Singapore – Vistar Media has partnered with global data and insights provider Pureprofile to transform digital-out-of-home (DOOH) campaign measurement in Southeast Asia, offering advanced audience insights to enhance advertiser performance.

This partnership delivers advanced audience insights and robust measurement solutions to advertisers in key markets such as Singapore, Thailand, Indonesia, Malaysia, and the Philippines, enabling brands to enhance engagement and achieve measurable results.

Vistar Media’s partnership with Pureprofile aims to reshape SEA’s DOOH landscape by providing advertisers access to online panel data for pre- and post-campaign insights. Pureprofile ensures the data reflects the region’s diverse demographics, including age, gender, and income.

The integration of Vistar Media’s programmatic DOOH technology with Pureprofile’s advanced data tools offers advertisers a comprehensive view of their campaigns, connecting offline and online behaviors. This data-driven approach helps brands reach diverse audiences effectively and make real-time campaign adjustments with actionable insights.

Through this partnership, Vistar Media and Pureprofile aim to set a new standard for DOOH advertising in Southeast Asia, empowering advertisers to craft more impactful and resonant campaigns.

Commenting on the partnership, Franck Vidal, director of Southeast Asia sales and partnerships at Vistar Media, remarked, “We are thrilled to collaborate with Pureprofile to introduce a new level of measurability to DOOH in Southeast Asia. This partnership combines the strength of Vistar’s programmatic platform with Pureprofile’s unique insights into human behaviour for measurable audience engagement.”

Anna Meiler, managing director for APAC at Pureprofile, also said, “Our collaboration with Vistar Media allows us to bring unparalleled precision and relevance to DOOH in Southeast Asia. With the capability to deliver both the “what” and the “why” behind audience interactions, advertisers gain a deeper understanding of how OOH ads resonate with their target demographics, making the measurement tool uniquely effective for optimising strategies and driving engagement. Together, Pureprofile and Vistar Media are able to provide advertisers with a truly comprehensive view of how consumers engage with campaigns.”

“This partnership is an exciting opportunity to help brands make better-informed decisions and achieve deeper connections with their audiences,” Meiler added. 

Indonesia – Broadsign, a developer of out-of-home (OOH) advertising technology, has partnered with the OOH media company City Vision to give global media buyers easier access to premium programmatic DOOH ads.

The partnership integrates City Vision’s extensive digital screen network into the Broadsign supply-side platform (SSP), allowing global media buyers to access premium programmatic DOOH inventory in Indonesia through over 35 connected demand-side platforms (DSPs).

City Vision will also utilise the Broadsign content management system (CMS) to manage most of its network, ensuring a seamless and consistent user experience across its screens.

City Vision is in the process of migrating its remaining assets to the Broadsign CMS, a move that aligns with its broader strategy to unify systems and expand its reach beyond Greater Jakarta to other major cities across Indonesia.

“With its inventory now on the Broadsign SSP, advertisers can now programmatically purchase ad space on City Vision Screens on an impression basis, aligning with the buying methods used across major digital platforms like Meta, Google, and TikTok,” commented Veronica Ong, sales director at Broadsign SEA. 

“This new programmatic approach brings greater flexibility and efficiency to City Vision’s inventory, allowing advertisers to dynamically update their campaigns in real-time and deliver relevant messaging at the right moment. City Vision can now enable advertisers to engage Indonesian audiences in a way that is more impactful and measurable,” Ong added. 

City Vision’s partnership with Broadsign supports its mission to lead Indonesia’s OOH industry by delivering meaningful, inspiring campaigns. With over 2,000 media assets nationwide, City Vision is known for its end-to-end DOOH solutions, combining strategic planning, creative execution, and data-driven insights through audience profiling, brand recall studies, and digital retargeting.

David Sommer, head of strategy at City Vision, said, “City Vision provides a unique, full-service approach across the DOOH value chain. From strategy and creative execution to data analytics and campaign measurement, we’re committed to creating captivating and measurable advertising experiences.”

“Our work with Broadsign is not only helping to transform the DOOH landscape in Indonesia but also expanding opportunities for international brands seeking impactful engagement with audiences in the region. The Broadsign SSP has connected us with the most significant DSPs, making it easy for international advertisers to access our digital assets; partnership is a pivotal step in reimagining how advertisers reach audiences in Indonesia,” Sommer added. 

London, UK – Nearly one in three campaigns (27%) over the past 18 months have incorporated programmatic digital out-of-home (prDOOH), with this figure expected to increase to an average of 35% in the next 18 months, a recent study by VIOOH revealed. 

The research projects that France, Australia, Germany, and the US will lead in adopting prDOOH, with these markets seeing the biggest rise in campaigns using programmatic digital out-of-home. Globally, prDOOH investment is set to grow by 28% over the next 18 months, with the US, UK, and France each projecting a 29% increase.

Budgets are shifting towards prDOOH, with global marketers projected to boost investment in DOOH by 32% and prDOOH by 28%. Traditional out-of-home (OOH) investment is also expected to grow by 16%. This surge in digital spending highlights a greater adoption of technology-driven solutions in outdoor advertising.

VIOOH’s study found that over a third (37%) of marketers are shifting budgets from other digital channels to prDOOH, marking a 4 percentage point (ppt) increase year-over-year (YoY). When purchased by digital or programmatic teams, prDOOH budgets mainly come from other digital (81%) and traditional channels (79%), highlighting its growing appeal as part of a multi-channel media strategy.

In core markets, prDOOH budgets sourced from DOOH have risen by 16 ppt YoY, increasing from 53% to 69%. As prDOOH adoption grows, more than one-fifth (22%) of advertisers are allocating entirely new budgets to it, with the US and Australia leading the trend at 28% and 27%, respectively. Notably, prDOOH now accounts for a larger share of new advertising budgets in core markets (24%), reflecting a 10 ppt increase year-over-year.

The growth in global prDOOH investment is largely driven by existing adopters, who are more likely to include prDOOH in future media plans (36%), compared to first-time investors (32%). The study suggests that familiarity with prDOOH’s benefits is crucial as marketers increasingly adopt programmatic approaches for out-of-home advertising.

Interestingly, 92% of global respondents view prDOOH as the most innovative media channel, reflecting a 9 ppt YoY in core markets.

This trend is driven by prDOOH’s versatility in supporting various campaign strategies, crucial for both brand-led (85%) and performance-led (91%) objectives. Notably, prDOOH competes with social media (85%) as a leading choice for brand-led campaigns, even surpassing traditional DOOH (80%).

Globally, 81% of respondents are combining direct and programmatic DOOH buys for performance-led campaigns, benefiting from the increased reach and precise measurability of prDOOH. For brand-building, 83% are integrating social media with prDOOH, up 5 percentage points year-over-year in core markets.

In the five core markets, nearly all surveyed marketers (95%) acknowledge the benefits of dynamic creative optimisation (DCO) for prDOOH campaigns. Many are considering, testing, or actively using DCO to boost campaign effectiveness. The main advantages highlighted are creative flexibility (42%), improved relevance (40%), and optimised ad spend (38%).

The real-time adaptability of DCO drives its appeal, particularly in Australia (37%), the US (36%), and the UK (34%). This flexibility enables marketers to quickly respond to trends or events, enhancing the effectiveness of prDOOH campaigns.

On another note, VIOOH’s study also reveals that global advertisers and agencies are increasingly prioritising sustainability in their campaigns. The survey shows that 60% of marketers view sustainability as a key factor when investing in prDOOH.

Marketers in the UK (61%), Australia (65%), France (65%), and Brazil (65%) particularly favour prDOOH for its efficiency and sustainability. Its ability to reduce wasteful impressions by targeting specific audiences or conditions, along with its broad broadcast reach (62% for prDOOH vs. 58% for DOOH and 52% for OOH), enhances its appeal.

The increasing focus on sustainability, now a top-three priority for nearly a third of global marketers (31%), underscores a shift towards eco-conscious marketing practices. prDOOH stands out in this trend due to its clear sustainability advantages.

Jean-Christophe Conti, chief executive officer at VIOOH, said, “Globally marketers increasingly recognise prDOOH’s flexibility, dynamic creative opportunities, and sustainability benefits. We’re confident its growth will continue, and as this report indicates, we anticipate a 28% increase in prDOOH spending over the next 18 months, with significant budgets sourced from existing traditional and digital budgets, as well as entirely new budget allocations.”

Conti added, “The flexibility of programmatic buying has enabled marketers to seamlessly integrate prDOOH into their campaigns as part of broader multi-channel strategies, and we’re looking forward to continuing to drive the evolution of DOOH towards a programmatic, more integrated future in the media landscape.”

As travelers increasingly demand personalised and real-time experiences, the aviation industry recognises the imperative to adapt and engage with their target audience in more dynamic and data-driven ways. Programmatic DOOH campaigns represent a paradigm shift, allowing airlines to deliver hyper-targeted messages across a myriad of digital out-of-home platforms.

In this digital age, harnessing the power of programmatic DOOH not only enhances brand visibility but also enables airlines to foster stronger connections with their passengers, optimising the passenger journey and driving customer loyalty to new heights.

In an era marked by ever-evolving consumer preferences and the digital transformation of the advertising landscape, airlines have found themselves at the forefront of innovation by embracing pDOOH campaigns. And AirAsia is no stranger to this, who has used such channels to offer new promos and incentives for travellers who are itching to get bang for their buck when travelling to new places. More recently, AirAsia has used pDOOH to promote its 7 million free seats campaign, launched in celebration 700 million passengers flown in conjunction with the airline’s 21-year anniversary.

In this article, we take a look at how AirAsia worked with Moving Walls to communicate irresistible offers to Malaysian travellers to places across the ASEAN region.

The Challenge

As audiences geared up for peak travel season, AirAsia knew they had to make their deals stand out and reach relevant audiences. Given the focus on driving users to their super app, being present in the physical world and at multiple locations was identified as key to staying top of mind. 

The Objective

Being the world’s leading low-cost airline, AirAsia is well-known for its seasonal flight and destination offers. The objective of this campaign was to ensure the latest offers were displayed at the right locations to drive audiences to take action online. Key digital out-of home (DOOH) locations were chosen for a period of seven weeks and the content being served should be relevant to the current offer.

The Solution

As the holiday season arrived, audiences yearned for new experiences. AirAsia designed several promotions inviting those in Malaysia to a range of different types of holidays. This wasn’t just a campaign – it was a meticulously orchestrated seven-week expedition tailored to every sort of traveller, with each week unveiling a fresh creative promoting a unique offer. Finally, the true flexibility of using DOOH screens was used at scale.

The Campaign Execution

The entire DOOH campaign was executed through the Moving Audiences Xchange platform, which boasts the highest reach in Malaysia covering every possible venue type and billboard location.

A select group of inventory was made available for the campaign and creatives could seamlessly be switched in and out with automated media owner approvals. Given that the platform provided real-time impression, ad play, and proof of play reporting, AirAsia’s marketing team was able to compare actual delivery to campaign forecasts and make adjustments where necessary. Below is a quick summary of the different mini-campaigns that got executed during the seven-week period.

  • Week 1: The Invitation to Regional Exploration – The first week was a siren call for regional exploration, offering a tempting 20% off on flight tickets to neighbouring countries. This week was all about stepping out of comfort zones and expanding horizons.
  • Week 2: The Indonesian Charm – The second week saw AirAsia igniting the travel bug with a flight ticket offer to Indonesia. The campaign was an open invitation to explore the rich culture and breathtaking landscapes of this Southeast Asian jewel.
  • Week 3: The Beach Bum’s Paradise – Week three was a sun-soaked, sand-strewn invitation to beach lovers with the tagline – “Fly for sun, sand, and sea”. It was a shout-out to those seeking to trade their office chairs for beach chairs.
  • Week 4: The Cultural Carousel – Week four was a cultural extravaganza, encouraging tourists to “Fly for exciting cultures”. This was an invitation for travellers to journey beyond their borders and dive headfirst into the vibrant cultures of different countries.
  • Week 5: The Lap of Affordable Luxury – The fifth week showcased the glamorous side of travel, with international flights starting from a mere RM279, and premium flatbed seats from RM899. This was a golden ticket for those seeking luxury without depleting their wallets.
  • Week 6: The Call of the Wild – The sixth week was a green signal for nature lovers to “Fly for serene naturescapes”. It was a call to all those yearning to swap concrete jungles with lush green landscapes.
  • Week 7: The Adrenaline Rush – The campaign reached a crescendo in the final week, with flight ticket promos encouraging thrill-seekers to “Fly for the thrill of it”. It was the ultimate call-to-action for adrenaline junkies ready to embark on their next thrilling adventure.

This seven-week odyssey was more than just a campaign; it was a testament to AirAsia’s deep understanding of its customers’ diverse travel preferences and an impressive display of creative DOOH ads. 

The Results

By including the use of Programmatic DOOH alongside their digital efforts, AirAsia was able to build up real-world awareness that contributed to the success of the campaign on other channels.

On DOOH alone, generated a reach of over 29 million impressions, far exceeding our forecast of 22 million. This was garnered over 37 sites, spanning 9 states and 10 districts in Malaysia, showcasing the growing reach of programmatic DOOH.

Beyond these numbers though, AirAsia continues to showcase best practices for executing through new media channels. The scale and flexibility offered by Programmatic DOOH enabled them to literally paint Malaysia red while still verifying the results and switching creatives based on actual performance.

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. 

Manila, Philippines – Advertising technology company Location Media Xchange(LMX) has announced its partnership with Digichive Philippines Corporation, the advertising concessionaire for Ninoy Aquino International Airport(NAIA) Terminals, Clark Lipad International, Bacolod-Silay Airport and Kalibo International Airport. The partnership will enable the activation of campaigns leaning towards programmatic advertising for the aforementioned airports.

Under the partnership, Digichive and LMX launched the first programmatic guaranteed campaign at NAIA International for a BPO company, marking the Philippine’s first-ever indoor programmatic-enabled screens.

Digichive will also now be able to cater to DSP buyers such as Google’s DV360, Trade Desk TTD and MAX, using LMX’s supply-side platform, giving advertisers the opportunity to deploy programmatic advertising enhancing the airport experience.

Norman Davadilla, CEO of Moving Walls Philippines, said, “The introduction of programmatic advertising at Ninoy Aquino International Airport gives clients greater flexibility in their out-of-home campaigns in terms of audience targeting, measurement, optimization and real-time playout triggered by data. We do not doubt that this new offering will enrich the airport experience and open up NAIA’s airport media space to even more brands and partners.”

Meanwhile, Ann Margaret Ngui, VP sales of Digichive Phils, commented, “This partnership will enable us to leverage LMX’s cutting-edge technology and expertise to enhance our products and services, and to offer our customers more value and convenience. We believe that this collaboration will create new opportunities for growth and innovation for both parties and will strengthen our position in the competitive market. We look forward to working closely with the LMX platform to deliver the best possible outcomes for our stakeholders.”

Connecticut, USA – Lemma, an omnichannel Supply Side Platform for emerging formats, has announced it has appointed Ryan Pestano, an accomplished product leader with expertise in digital media, product strategy and business development as its new chief product officer. Pestano brings a wealth of expertise and a proven track record to further enhance Lemma’s product offerings globally. 

With his deep understanding of the evolving digital landscape, Lemma says he is well-equipped to lead the development and implementation of its cutting-edge solutions that address the ever-changing needs of modern marketers.

Within the role, Pestano will assume responsibility for overseeing the complete portfolio of products and platforms offered by Lemma. Together with the product and engineering leadership teams, he will work to advance Lemma’s position as a leader in emerging media formats around the globe.

Pestano joins Lemma following a 7-year tenure with IPONWEB, which was acquired by Criteo, where he most recently served as VP of APAC. He’s held leadership roles in product, business development, and solutions consulting working with companies across the programmatic ecosystem in retail media, identity solutions, audience data curation, mobile user acquisition, SSPs, and DSPs.

“I am incredibly excited to join the passionate and dynamic team at Lemma,” said Pestano. “Lemma’s commitment to innovation and providing seamless access to emerging formats aligns perfectly with my own passion for driving transformative solutions. I look forward to working closely with the talented Lemma team to accelerate growth, deliver exceptional products, and exceed our client’s expectations”. 

Lemma’s omnichannel Supply Side Platform consolidates diverse advertising channels into a single platform. It offers marketers a comprehensive solution to effectively reach and engage their target audience across multiple digital touchpoints.

“We are thrilled to have Ryan join the Lemma team as our Chief Product Officer,” said Gulab Patil, Founder & CEO of Lemma. “His invaluable experience and strategic vision will be instrumental in shaping our product strategy and driving innovation in emerging formats. With Ryan on board, we are well-positioned to continue providing our clients with seamless access to the latest advertising opportunities and delivering exceptional results.”

Just this month, Lemma has also appointed its director for connected TV (CTV) for the SEA region. Through the leadership of Swaminathan Iyer, the company aims to further strengthen the company’s position as a critical player in the region’s digital advertising landscape.

Hong Kong – Programmatic digital out-of-home (pDOOH) adtech Hivestack has launched the first pDOOH campaign for Uber Taxi in Hong Kong through their agency Mediacom Hong Kong. The ‘Go your way, Live your way’ campaign ran from July to September 2022 on multiple channels, including bus shelters and large format digital billboards.

Mediacom Hong Kong has selected Hivestack to deliver on Uber Taxi’s core proposition in empowering target audiences to be in control of the way they travel around the city. According to Hivestack, one of the challenges that come with launching a pDOOH campaign in July and August is the heavy rainfall. It shared that in order to enable the ride-hailing brand to launch its campaign, it had to leverage its advanced weather trigger and Moment Targeting capabilities so that Uber can activate its contextual ads during changing situations. 

Troy Yang, managing director for North Asia at Hivestack, shared that by utilising the agility of the platform, the brand was able to more effectively alter campaign parameters in-flight, plan dayparts, adjust ad spend, and evaluate the campaign effectiveness by understanding the audience concentration rate, performance breakdown by screens/locations and more actionable campaign insights. 

“The campaign ensured Uber Taxi was able to resonate stronger with their target audiences at the right location, with the right ad, at the right time,” said Yang.

Meanwhile, Kenny Ip, head of investment at GroupM, commented that they were excited to partner with Hivestack to deliver their omnichannel marketing campaign via programmatic DOOH for the first time, and as the pioneer of programmatic DOOH, they trusted Hivestack to raise their brand positioning in the market and drive consideration for Uber Taxi. 

“We were delighted with the ease of trading DOOH in this way, in comparison with traditional planning and Hivestack were able to provide the full scope of services for campaign setup, optimisation strategy, weather/moment targeting and post-campaign reporting just like what we are seeing possible on other programmatic media channels. Through programmatic DOOH, we were able to deliver more scale and precision than ever before in this channel,” said Ip.

Montreal, Canada – Global independent programmatic digital out-of-home (DOOH) adtech company, Hivestack, has partnered with New York-based adtech MediaMath to launch multiple programmatic DOOH, and other cross-channel media campaigns on a global scale.

Through the partnership, MediaMath’s Demand Side Platform (DSP) will be integrated into Hivestack’s Supply Side Platform (SSP), following OpenRTB standards, which will allow for MediaMath and its advertisers to access Hivestack’s premium global DOOH inventory through RTB transactions via open exchange.

Hivestack said that its Hivestack SSP is integrated with more than 195 media owners from across the globe, providing unlimited opportunities for brands, agencies and omnichannel DSPs to activate across premium DOOH screens from anywhere in the world. 

Bruno Guerrero, Hivestack’s chief operating officer, commented that they are thrilled to announce this key partnership with MediaMath which will open up additional ways to activate programmatic digital out of home (DOOH) via their global SSP inventory.

“This alliance represents our commitment to providing buyers with a more diverse suite of solutions to connect with their audiences via contextually relevant messages and drive business growth,” said Guerrero.

Meanwhile, Laurent Cordier, MediaMath’s chief partnerships officer, shared that DOOH is an exciting opportunity for clients looking to reach users through high-impact real-world placements. 

“Hivestack brings global scale to MediaMath’s DOOH capabilities, and enables brands to reach targeted audiences and consolidate their digital advertising into one platform,” said Cordier.

The first programmatic DOOH campaign between Hivestack and MediaMath has been initiated in Japan as part of the continued global rollout of this partnership, this integration will be effective across Hivestack’s global inventory moving forward.

Just recently, Hivestack has also announced a strategic partnership with Chinese media agency BlueFocus Media. This will enable Chinese brands to plan, activate and measure DOOH campaigns programmatically via the Hivestack DSP from within China to outside China and all over the world.

Shanghai, China – Hivestack, a global independent programmatic digital out of home (DOOH) ad tech company, has announced a strategic partnership with Chinese media agency BlueFocus Media. This will enable Chinese brands to plan, activate and measure digital out of home (DOOH) campaigns programmatically via the Hivestack demand side platform (DSP) from within China to outside China and all over the world.

The partnership between Hivestack and BlueFocus Media combines the strengths of both companies – the quality of BlueFocus Media’s clients omnichannel marketing business and the power and scale of Hivestack’s programmatic DOOH technology and its access to premium DOOH screens globally.

Troy Yang, managing director of North Asia at Hivestack, said that they look forward to working with BlueFocus Media to bring the benefits of programmatic DOOH to enable Chinese brands to reach their target audiences with more precision globally, at scale.

“BlueFocus Media is an important player in the local market and has incredible insights and understanding of the needs of Chinese brands. They are also clear about the challenges Chinese brands are facing in terms of the limits to overseas advertising. Hivestack is perfectly-positioned to take on these challenges thanks to the talent of our international team and our expanding global footprint spanning over 25 markets,” Yang said.

Meanwhile, Pan Fei, CEO at BlueFocus Media, commented, “We are excited to take a step into this innovative industry, which offers many opportunities to expand and elevate our current use of digital out of home (DOOH). This new partnership will be beneficial to both sides, with Hivestack providing Chinese brands access to a global inventory and improved data capabilities, which will in turn, bring Chinese brands to international audiences.”