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.