Asiaray has teamed up with Wavemaker to create the first programmatic digital out-of-home (DOOH) media in Hong Kong powered by Google Marketing Platform.
The platform provides a comprehensive range of services, from booking placement to the launch of an advertising campaign. All Asiaray’s outdoor digital media resources are available for trading there.
While Google Maketing Plaform is a demand-side-platform (DSP) that provides trading desks, agencies, and advertisers with transparent measurable results across adverting exchanges, its technologies enable advertisers to reach their target audience on digital media and into the outdoors. For instance, different images could be shown depending on weather, time and other parameters, which has been applied to ads for pharmaceutical, retail, technology, and luxury advertisers.
The platform aims to further attract and connect more diversified advertisers to purchase Asiaray’s media resources remotely, especially those keen on using digital media.
Wavemaker, part of GroupM, WPP’s global media investment management company, is the platform’s initial advertiser among the influential brands worldwide.
Ivan Chui, head of interaction for Wavemaker Hong Kong, said the new platform provides advertisers with innovative solutions to connect with the right audience with right messages at the right time along the consumer journey.
Vincent Lam, chairman and executive director of Asiaray, said this cooperation signifies the OOH industry has entered into a new era, enabling the convergence of the internet and DOOH, and also echoing with the out-of-home (OOH) media company’s online and offline (“O&O”) strategies.
“We believe programmatic buying is a major future trend and introducing this platform in Hong Kong is in line with Asiaray’s pursuit of innovation and development in DOOH as an industry pioneer. With the enhanced programmatic buying capabilities, we will also continue to optimise our Central Innovation and Technology Unit, and thus offer tailor-made campaigns for our clients enabling the creation of content to achieve an all-win for advertisers, consumers and Asiaray,” he commented.
Asiaray aims to add more interactive and customised elements such as bidding systems to the platform as well as secure more digital media resources in order to expand its network.