MediaCom To Bring More Data & Accuracy To OOH With Programmatic Buying Solution
MediaCom and GroupM have partnered with Hivestack to enable programmatic buying across OOH inventory.
The innovative buying capability sits alongside existing OOH buying and allows the agencies to deliver clients an integrated programmatic solution beyond traditional metrics.
The partnership with Hivestack will allow MediaCom to integrate the audience profiles developed by GroupM’s [m]Platform tool, enabling the usage of digital behaviours to influence offline advertising.
MediaCom believe that this approach will bring incremental budget to the OOH ecosystem by allowing the medium to be planned alongside other addressable channels such as paid social and display, whilst also enabling smaller advertisers a more effective route into OOH buying.
“OOH inventory is already being bought programmatically around the world, however the market conditions differ significantly, we established that we had to assess what solution would work specifically for the Australian market rather than lift and shift what has worked elsewhere.
“We feel the programmatic buying functionality compliments our traditional OOH buying approach offering bespoke solutions to MediaCom clients. We will be identifying where this technology can add value beyond the direct capabilities of our media owners,” says Nick Thomas, Head of Marketplace at MediaCom.
The exclusive partnership making Hivestack GroupM and MediaCom’s preferred buying platform follows an extensive RFI process into the viability of buying.
“MediaCom required a partner that delivered a world class Programmatic DOOH solution that was transparent, accountable and targeted, based on varied client business outcomes in ANZ. We were extremely diligent and thorough in analysing Hivestack technology and data capabilities,” Thomas added.
MediaCom have been running preliminary testing with Hivestack for 6 months, buying across several media owners in AUNZ for brands such as ModiBodi, eBay & KFC.
“The Hivestack partnership with MediaCom is a game changer for how we look at audiences in OOH, it’s a massive step into the future, we are really excited to see where this technology takes us. More data, more accuracy and more effective,” says Liana Lorenzato, Global Marketing and CX director at Modibodi.
The technology is proving especially valuable in analysing the current shift in OOH consumption due to the ongoing social distancing restrictions in place.
“Hivestack is a location-based marketing technology company that drives business outcomes. Globally, digital marketers use Hivestack technology to connect with custom audiences in the physical world based on consumer behaviour and audience movement patterns. Hivestack will continue to enhance and create bespoke solutions with Mediacom and GroupM, with the ultimate outcome being a great user experience for the agency and their clients,” added Matt Bushby, Managing Director at Hivestack ANZ/ SEA.
Latest News
Why DDB Sydney Is Supporting Advertising Equality Initiative ‘ShEqual’
In this guest post, DDB Sydney MD Priya Patel (pictured) discusses why DDB is supporting the launch fo shEqual, an advertising equality initiative from Women’s Health Victoria… shEqual, which launched last week, encourages advertisers and agencies to seriously consider the work we produce and how, collectively, we can move away from tired stereotypes and sexualised […]
Minister Asks ABC Chair To Explain Public Interest Of ‘Inside The Canberra Bubble’ Four Corners Episode
Thought the kerfuffle over Liberal MPs bonking their staff had gone away? The gasoline is only now hitting the match.
Popular With The Brits But A Flop With Locals, Foster’s Vies For Australian Comeback
Australia's most hated beer, Foster's, set for a comeback. Well, apart from XXXX Summer and Heineken Zero that is.
Seven Seeks Internal Emails As Contract Spat With Cricket Australia Escalates
The only winners of these contractual spats are only ever the lawyers. And possibly the lawyers' local BMW dealership.
Subaru Celebrates The Road Less Travelled In New Creative Campaign
Subaru urges Aussies to take a road trip in new campaign. Although car sickness & haemorrhoids sufferers are exempt.
MG Motor Australia Calls On Country To Take A Test Drive To Make A Difference This December
The British marque's now Chinese owned & made. Although probably doesn't want that mentioned given the current climate.
First Day Of Summer Coined ‘Zooper Dooper Day’
Take any Zooper Dooper to zooper new levels by blending one with two shots of vodka, two shots of tequila.
Twitter Says It Won’t Ban Viral Chinese Tweet Of Photoshopped Australian Soldier
As Australia-China relations worsen, Xi Jinping announces pavlova now off the menu at the Great Hall Of The People.
Sudanese-Australian Model Kisses Wife In Anti-Homophobia Stance In Powerful Elle Cover
Lots of people like to say that print is dead. But as you'll read here, a little arthritis aside, it's alive & kicking.
CommBank’s Dollarmites To Be Axed From Victorian Schools
In bad news for seven-year-old TikTok and YouTube millionaires, CommBank’s Dollarmites set to be scrapped.
Daily Telegraph Takes Down Hugh Marks Article Following Legal Threat
Tele backs down in legal stoush with Hugh Marks. Miranda Devine heard to comment: "Thank f@ck I didn't write it."
IKEA Says 50% Of Meals On Restaurant Menus Will Be Vegan By 2025
IKEA warning of a sharp increase in customer flatulence as in-store restaurants go plant-based.
Adgile Doubles-Down On Australia Growth With Team Expansion
Following on from the appointment of Paul Evans as its first Global CEO, Adgile Media has set about expanding and developing its talent base, in order to support and drive growth within the Australian market. Stu Carr joins as Adgile’s new Director of Customer Insights, where he will support clients with their data and analytics […]
WARC Study: COVID Slashes Global Ad Spends By 10.2%, Recovery To Take Two Years
It's yet ANOTHER study showing the impact of COVID on ad spends. Scream "we know, we know" as you digest the facts here.
“It’s A Hoff-Alanche!” David Hasselhoff Plays Nine Roles In Totally Bonkers Ad For Internet TV Service
With the US scratching about for a decent president, any David Hasselhoff ad suggests the answer's closer than we think.
Amaysim Builds On Success Of Little Sim, Big Love Rebrand With Love Machine Music Video Via 72andSunny Sydney
Amaysim has debuted the official music video for the song at the centre of their new campaign, Love Machine, performed by former Gang of Youths lead guitarist, Joji Malani. The music video, produced by creative agency, 72andSunny, builds on the success of amaysim’s recently launched Little Sim, Big Love brand platform and tells a tongue in cheek […]
Val Morgan Digital & Fandom Team Up With Adidas For New Campaign Featuring Esports Star
Partners of Val Morgan Digital, Fandom, the largest entertainment fan site in the world, have this month teamed up with mega brand, adidas to build hype around the release of their new X9000 range. The multi-faceted campaign included a mix of written & video content that tapped into the core pillars of style, tech, and […]
Lucky Cat Takes Nut-Fuelled Voyage Of Self-Discovery In Lucky Nuts Campaign Via Saatchi & Saatchi
Nuts are such a healthy, on-the-go snack, aren't they? B&T often enjoys the salted variety with six schooners.
Akcelo Expands Data Strategy And Martech Capabilities With Appointment Of Senior Marketer Anne Ngo
Brand experience and innovation company Akcelo has today announced the latest senior addition to its growing team, appointing highly experienced marketer Anne Ngo as martech and customer strategy director to lead and grow the practice. Ngo will help Akcelo clients grow their customer marketing and martech maturity by leveraging her deep understanding of the challenges […]
Lifting The Lid On Data: Are Data Labels The Answer?
Many are calling data the chief tenant of the Fourth Industrial Revolution. Drunk people seem rather fond of saying it.
7-Eleven Partners With Adobe And Microsoft To Accelerate Digital Strategy
7-Eleven has entered strategic partnerships with Adobe and Microsoft in what is set to accelerate the company’s ambitious digital strategy. With transformation works well underway, 7-Eleven’s digital plans signal a significant step forward for Australia’s leading convenience retailer. 7-Eleven General Manager of Strategy and Technology Stephen Eyears (pictured) said the company sought to deliver more agile innovation in order to meet customer needs across […]
AKQA Supports Startup Gippsland & Creates Meaningful Link With Regional Entrepreneurs
Here's a nice story on brands doing good. And that's despite B&T's editorial preference for evil and schadenfreude.
Toyota, McDonalds, Harvey Norman & More Return As Fox Cricket Partners
Thankfully, sandpaper companies noticeably absent as Foxtel unveils string of cricket sponsors.
Why Search Should Be The Icing On The Cake To Your TV Spend
This adland guru argues TV spend without the SEO is like the one-night stand without the regrettable embarrassment.
Are Media Study: Beauty Influencers Remain Strong With Gen Zs But Sampling Is King
Here's an insightful study into the beauty buying habits of Australian women. Sadly, not great news for the Avon lady.
CHEP’s Chris Howatson & Ant White Depart To Start Howatson+White
Sure, this was yesterday's big news, however, with a simple re-edit, it's the editorial equivalent of reheated pizza.
Anchor Dairy Launches Christmas Appeal For NZ Food Network Via Pead
New Zealand’s Anchor Dairy has switched strategies for its 2020 Christmas campaign, with the company this year drawing attention to the need to give during the festive season. The Fonterra-owned company is encouraging Kiwis to fundraise for the New Zealand Food Network, following the release of research that showed one in five people risk going […]
Victorians Told To Take Advantage Of Energy Reforms In New Campaign, Via Icon Agency
The ‘It’s Your Energy’ campaign, delivered via Icon Agency, encourages Victorians to take advantage of recent energy reforms and ensure they’re getting the best deal possible. Essential Services Commission, the regulatory body for Victorian energy and gas, water, local government, and transport sectors, has engaged Icon Agency to develop an integrated communications campaign to help […]
MJZ’s Juan Cabral Joins FINCH, Colenso BBDO On ‘NRMA Sleeper’ Campaign
In the insurance company’s latest campaign, NRMA Sleeper depicts a road trip, like any other, except everyone in the car is asleep, even the driver. Yet they arrive unscathed. According to production company FINCH, which is behind the work, the spot dreams up a world where cars drive themselves to remind us that until they […]
Charity Bailey’s Day Launches ‘The Big-Hearted Bear’ Campaign Featuring Livinia Nixon Via Noisy Beast
Children’s cancer charity, Bailey’s Day, has teamed up with full-service international communications agency Noisy Beast to launch ‘The Big-Hearted Bear’ campaign, voiced by Channel 9’s Livinia Nixon. Each year, Bailey’s Day hosts a charity golf day, auction and luncheon to raise funds for children’s cancer research at Monash Children’s Hospital, but with the COVID-19 pandemic, […]
