Australia’s largest out-of-home health and wellbeing network Tonic Health Media, has launched a new programmatic digital out-of-home (DOOH) trading platform.
Tonic Health Media has partnered with world-leading DOOH providers Vistar, Hivestack and Broadsign Reach to launch the platform, making it easier for clients to buy advertising inventory and track campaigns in real time.
Tonic’s multi-channel network of TV, digital panels and brochure boards are currently featured in 5,300+ GP practices, hospitals, pharmacies and health centre waiting areas across the country. The move will allow advertisers to buy this trusted inventory on a programmatic basis allowing for context, speed to market and frictionless trading.
Digital formats now represent over half of all out-of-home ad spend in Australia, a number fast growing as more media buyers embrace the advancements of a booming digital ecosystem.
Commenting on the launch, Tonic Health Media’s Commercial Director Sev Celik (main photo) said: “Australians are seeking advice from trusted healthcare experts more than ever. Now is the perfect time for advertisers to be taking advantage of the health out-of-home space.
“Tonic Health Media is excited to announce this new digital offering that will not not only make it easier for our clients to book and manage campaigns, but also provide more efficient, accurate, and scalable solutions for them. By leveraging these premium, international tech players we’re providing companies with a best in class digital out-of-home experience.”
Ben Allman, Sales Director at Broadsign in Asia-Pacific, added: “Tonic Health Media are Australia’s leading health and wellbeing network and have been a great partner of Broadsign for a number of years. We’re incredibly excited to be partnering with them on this latest stage of their evolution; the activation of programmatic trading capabilities.
“Advertisers and agencies are under increasing pressure to do more with less and programmatic technology brings a lot to the table in terms of its ability to turbocharge the planning, buying, measurement and reporting of campaigns. This latest partnership couldn’t have come at a better time.”
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