Hivestack has established itself as a leader in the programmatic DOOH space across the globe with its suite of proprietary technology and advertising solutions that spans both the supply and demand side of programmatic DOOH. Standing out from the crowd at MARKETING-INTERACTIVE's Digiz Awards this year, Hivestack went home with the gold for “Best DOOH Solution '' and the bronze for “Best Ad-tech tool”.
We saw 2021 as the inaugural year for programmatic DOOH and we are extremely proud to have been a part of the growth the technology has made within the market.
This year, we’ve been successful in supporting our in-market supply and data partners to execute truly programmatic campaigns by tapping into local demand. On the supply side, we’ve successfully integrated new DOOH inventory from some of the prestigious media owners in Hong Kong, offering brands the opportunity to activate programmatic DOOH buys across several inventory and media types.
As we continue to pioneer the industry and educate the market on the unique advantages that programmatic DOOH can provide brands and advertisers, this year has resulted in a number of industry-first programmatic DOOH case studies in the local market. A perfect example is our first programmatic DOOH campaign for Uber Taxi in Hong Kong through their agency Mediacom Hong Kong, by a Private Marketplace (PMP) deal via the Hivestack DSP.
To drive precision and scale in DOOH, Mediacom Hong Kong selected Hivestack to deliver against Uber Taxi's core proposition to empower target audiences to be in-control of the way they travel around the city. Uber leveraged our DSP to programmatically target several custom audience groups, to raise brand awareness and consideration of Uber Taxi whenever they needed to commute within the city.
Utilising the advanced weather trigger and moment targeting capabilities available in our platform, Uber was able to activate contextual ads during changing situations (such as rainy days, peak hours, etc.) and serve different types of creative in real-time under different scenarios. The campaign ensured Uber Taxi was able to create a connection with their target audiences at the right location, with the right ad, at the right time when they move around the city.
Tapping into target audiences with a thorough understanding of their movement patterns adds incremental value and stronger results to every programmatic DOOH campaign. This audience-centric approach allows advertisers to customise their targeting strategy using pre-built or bespoke customised segments that can be further leveraged for retargeting across mobile and other digital channels such as display banners, mobile banners or Facebook ads.
This provides agencies and brands with an omnichannel retargeting approach to re-engage with the exposed audiences of DOOH ads and maximise the effectiveness of the campaign from a holistic perspective.
Programmatic capabilities also simplify the process of activating campaigns in multiple markets and continents, highlighting “Inside-out” opportunities. Hivestack can bring brands and advertisers in Hong Kong to a global stage, offering reach and scale in DOOH across more than 25 countries. For the first time in the history of OOH, buyers now have the opportunity to activate campaigns all over the world, connecting audiences in a combination of global markets, no matter where they are – from a single buying point.
Ultimately, Hivestack will continue to promote the rapid growth of the programmatic DOOH ecosystem in Hong Kong and the future is bright. Our key mission is to plan, activate, deliver, analyse and measure the digital out of home campaigns programmatically and keep innovating towards the future. The industry is eager to come together to build a frictionless future and 2023 will definitely be seeing us building further on these successes.
This article is sponsored by Hivestack.