Tag: Programmatic DOOH

Bangkok, Thailand — Following the launch of its programmatic digital out of home (DOOH) in Malaysia, the independent DOOH ad tech company Hivestack has announced the subsequent launch of full programmatic operations in Thailand.

With the launch of Hivestack’s programmatic DOOH marketplace in the country, brands, agencies, omnichannel demand-side platforms and media owners alike can benefit from programmatic DOOH transactions via Private Marketplace (PMP) and Open Exchange deals.

Customers, both from Thailand and from across the globe, can now access Hivestack’s Demand Side Platform (DSP) to plan, activate and measure data-driven programmatic DOOH campaigns across Thailand. Alongside the announcement, Hivestack has collaborated with key agencies Xaxis Thailand and Matterkind Thailand. On the supply-side, Thailand-based media owners can now leverage Hivestack’s suite of solutions including the Hivestack Supply-Side Platform (SSP) and Ad Server to unlock the earning potential of their inventory.

Andreas Soupliotis, CEO and co-founder of Hivestack, said that Thailand is a mature DOOH market with an impressive opportunity with premium inventory ready and available and with buyers actively looking to scale through programmatic DOOH. Soupliotis added that it is a key market for the company’s SEA operations and Hivestack looks forward to creating the opportunity for brands to have more targeted and measurable DOOH campaigns as well as securing new revenue growth for key media owners in the market.

John Pradithavanij, managing director of​​ Xaxis Thailand, said, “This is an incredibly exciting time for the DOOH market in Thailand. We look forward to collaborating with partners such as Hivestack among others to leverage their programmatic technology and to offer our clients a way to precisely engage audiences outside of the home across the country. In addition, the opportunity for programmatic DOOH to fall within marketers’ wider ‘omnichannel’ strategies combining online video with DOOH will allow us to drive even more growth.”

Janejira Malanon, associate director, addressable strategy and activation at Matterkind Thailand, commented, “We are thrilled about this new opportunity with Hivestack and look forward to driving new business opportunities for our clients through programmatic DOOH. The advancements brought about by programmatic DOOH technology will invigorate the landscape for OOH advertising in the region and we look forward to working with the leading marketing technology company to enable us to be at the forefront of that development.”

In February, Hivestack has also announced the appointment of Mina Naguib, an ex-Samsung senior director and chief architect, as chief technological officer.

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.

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.

Sydney, Australia – Australian ad executives believe that the future of advertising is in out-of-home (OOH)’s inclusion in programmatic multi-channel campaigns and increased investment in digital out-of-home (DOOH) expertise, as 82% of local industry executives plan to integrate programmatic OOH more closely into multi-channel campaigns. This is according to the latest data from DOOH marketplace VIOOH.

The data also notes that 85% of Australian executives plan to invest in programmatic OOH expertise.

In regards to planning and buying DOOH media, 37% of Australian agency executives have planned programmatic digital out-of-home (prDOOH) alongside other digital programmatic campaigns, and 56% have planned it alongside other OOH activity, reflecting a variety of approaches. When it comes to buying, this responsibility in media agencies shifts towards dedicated prDOOH teams (66% of respondents), although there are still overlaps with digital programmatic teams (48% of respondents) and the OOH teams (44% of respondents).

“VIOOH’s new ‘State of the Nation’ report gives further proof that programmatic is the accelerator for DOOH growth, allowing it to be truly integrated into multi-channel campaigns for the first time. Increasing numbers of advertising executives are drawn to the versatility and value that programmatic DOOH offers, and state that they won’t go back to more traditional ways of buying OOH,” said Jean-Christophe Conti, chief executive officer at VIOOH. 

Around 81% of Australian executives say that a key thing to their job is the ability to measure campaign performance across multiple digital channels including programmatic OOH. Furthermore, 76% of Australian executives stated that the ability to use dynamic creative is an important factor in determining their investment in prDOOH.

Meanwhile, 77% of Australian executives have identified that trigger-based buying, such as reacting to events, news, promotions, moments in time, locations, audiences as they move, weather and environmental conditions, are an important driver for investment in programmatic OOH.

Around 86% of agency respondents and 81% of advertiser respondents in Australia see programmatic OOH as a great way to reach a broadcast audience, while 82% of agency execs and 82% of advertisers agree that programmatic OOH provides innovative ways to target consumers.

On the brand side, most Australian creative executives from both agency and advertising (68%) believe that prDOOH is a great way to build brand awareness. On the performance side, meanwhile, the said executives also see it as a great way to drive response with about 69% of them.

“The report also shows that buying responsibilities are being spread across digital programmatic and OOH teams, supporting this shift towards programmatic DOOH. Agencies and advertisers therefore need to establish clear strategies for prDOOH, build expertise to address any knowledge gaps and help create best practices to integrate prDOOH into more multi-channel campaigns,” added Conti.