The Rise Of Programmatic Outdoor Companies With Transparency In Their DNA

The Rise Of Programmatic Outdoor Companies With Transparency In Their DNA
SHARE
THIS



Digital out of home (DOOH) is fast becoming the posterchild for programmatic ad serving. Why? Because unlike digital display, it’s not vulnerable to ad blocking, bots, low click throughs (one to four per cent) and click fraud. Digital outdoor can be immediate, it can be highly targeted, and it can still reach a mass audience. Add programmatic and you have a proven audience-led buying model.

Now that DOOH accounts for a more than half (52.3 per cent) of total net outdoor media revenue in Australia and has grown for nine consecutive years, agencies and brands are pushing for greater transparency and audience insights for their spend.

Ad Tech companies have sized-up the opportunity for programmatic outdoor and have responded with technology platforms that provide never-before-seen audience data, audience targeting and transparency on media spend.

One such company, Hivestack, has recently bolstered its Australian and New Zealand efforts adding Matthew Bushby (main photo) to the leadership team. With a rich background in programmatic outdoor gained from one of the early adopters in the industry, Bushby takes the helm as managing director of Australia, New Zealand and South East Asia under the leadership of Andreas Soupliotis (main photo).

Soupliotis founded Ayuda Media Systems a software leader for out-of-home advertising and public video companies prior to founding Hivestack in 2016.

Soupliotis said; “Hivestack is a marketing technology company that helps brands target custom audiences by programmatically activating digital out-of-home and mobile media.”

At the opening address of recent Ad Tech conference in Sydney Bushby said, “Currently in the USA $125 million out of $8 billionis spent programmatically on OOH. That’s 1.5per cent.” Hivestack predict that the opportunity of “1.5 per cent could easily be 30 per cent in three years (approx $US3 billion).

Bushby adds: “Hivestack is disrupting the way traditional out of home is bought. We use rich audience data gleaned from mobile devices to activate a DOOH campaign so that the ad is activated only when the device is in proximity to the sign.”

To put the opportunity in context, Hivestack ran an efficacy test comparing an activated DOOH buy using their ad serving software to a traditional loop-based buy and found a 39 per cnet uplift in viewability compared to devices exposed to the same add on a traditional buy.

Hivestack work with mobile data partners such as relative newcomer to the Australian market Mobilewalla, headed up in Australia and New Zealand by Joanna Georges.

Mobilewalla have access to 20 Million devices in Australia. They are completely platform agnostic and can see device ID behaviour for the past two years. Their technology looks for the target audience’s behavioural patterns over an aggregated period.

For example, for a client looking to target soon-to-be mums they may only review six months’ worth of historical data. They look for multiple pregnancy app downloads and consecutive months’ worth of activity using these apps. From there they can identify the movement patterns of these device IDs and respond to clients with a proof of concept based on a return of the right customer.

Please login with linkedin to comment

Digital Out of Home

Latest News

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]

Are You Paying Too Much In Search Marketing?
  • Partner Content

Are You Paying Too Much In Search Marketing?

Are you paying too much for search marketing? Discover the awful truth here. Or, alternatively, look at the invoice.

Partner Content

by B&T Magazine

B&T Magazine
Nine APAC Finalists In One Club’s Young Guns 19 Competition
  • Advertising

Nine APAC Finalists In One Club’s Young Guns 19 Competition

Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]

Adflow’s Regional OOH Coverage Expands By 60%
  • Media

Adflow’s Regional OOH Coverage Expands By 60%

OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion
  • Technology

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion

Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion  (US$10B). Freshworks, which was founded in India, has strong roots […]

SLIK Announces Four New Key Hires
  • Marketing
  • Media

SLIK Announces Four New Key Hires

Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.

How Retailers Can Maximise Their Results This Sales Season
  • Marketing
  • Technology

How Retailers Can Maximise Their Results This Sales Season

Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]