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.
