Hong Kong International Airport is one of the city's most prominent locations to place OOH ads. Recently, a local café has launched the first programmatic DOOH campaign at the airport after Verizon Media expanded its partnership with digital out of home (DOOH) marketplace VIOOH, providing Verizon Media’s demand-side platform (DSP) access via VIOOH to premium DOOH inventory.
The campaign ran from 24 December 2020 to 10 January with two locations. The first location was at the baggage claim area where signages were displayed to remind visitors of the nostalgic flavours of Hong Kong, exactly the kind that Kam Kee Café has been renowned for. Included in the campaign image was a QR code that took users to a coupon for a complementary milk tea at one of their outlets in the city.
The second point of contact was a series of digital panels located at the corridor leading to the taxi stands at the airport. Here, the campaign messages capitalised on a moment when visitors were pondering their next destinations with more instantaneous and geographical reminders of Kam Kee’s outlets.
"We’ve seen good feedback as travellers were impressed with the campaign’s creativity. We wanted to not only build awareness of our brand, but also drive traffic to our stores around Hong Kong," said Calvin Tse, CEO of Kam Kee Holdings.
Commenting on the partnership with VIOOH, Rico Chan, co-head for APAC at Verizon Media said, "A core differentiator for Verizon Media is our 'full-stack' expertise. We know what works best for both buyers and sellers, and we can use that knowledge to help either category. We provide advertisers access to nearly 200,000 digital signs globally through our DSP. Our latest DOOH inventory supplier includes JCDecaux through a partnership with VIOOH."
Verizon Media further said that this deal built on its continuing growth in DOOH and emerging channels through its DSP as it continues to provide solutions to navigate ever-changing realities. Earlier this year, the company announced integration of VIOOH’s inventory in more than 60 cities across seven countries, in addition to its existing inventory in collaboration with other partners.
"As advertisers are looking to effectively reach and connect with the right audiences, programmatic DOOH provides a fantastic opportunity for advertisers in the region to easily buy across multiple channels, formats and screens," Gavin Wilson, chief revenue officer of VIOOH said.
"VIOOH's partnership with Verizon Media's DSP offers advertisers access to premium DOOH inventory, engaging audiences where and when it matters for campaigns that are hyper-targeted, measurable and flexible."
Arnaud Redon, general manager airports of JCDecaux Transport Hong Kong and Macao, also commented, "Fully utilising the digital network coverage at the airport, Kam Kee Café leveraged the new features in precisely choosing to target all arriving passengers after 2pm to entice them with its signature afternoon tea menu and had successfully drawn footfall to the outlets.”
"Hong Kong International Airport advertising is leading the way to automation and programmatic DOOH. It now offers the possibility to launch near real-time campaigns to advertisers who were just waiting for such levels of scheduling flexibility and audience targeting to adopt this powerful media and reach the highly sought-after air passenger consumers."