Why should programmatic DOOH be part of your marketing mix?


OOH platforms and billboards have long been hailed as the gentle giants of advertising. Generally non-intrusive in nature, when created with the right creative and message, they have the power to reduce clutter and convey a brand’s message effectively and creatively.

However, like most aspects of the marketing industry, OOH billboards were also affected by rapid digitization in the 2000s. started to appear. Soon after, an entrepreneur by the name of Gerard Bucas founded Scala, the world’s first web-based CMS for digital signage, allowing planners to create looping playlists from their desktop and push content to screens without ever having to physically visit them. . For nearly 18 years, DOOH sales would be bought into this loop system.

Fast forward to today, with the advancement and rise of data and automation, programmatic advertising was born with programmatic DOOH technology revolutionizing OOH support. For first independent programmatic DOOH advertising technology company Hive, programmatic DOOH is seen as a complement to a traditional OOH strategy and plays a critical role in driving innovation within the industry, enabling a move towards audience-centric buying that leverages diverse touchpoints. data contact to reach specific audience segments on the go. Despite its complex technical aspects, programmatic DOOH has simplified the process of buying and selling DOOH by eliminating a plethora of manual requirements.

In a conversation with Troy Yang, Managing Director, North Asia, HiveYang explains that as the OOH industry continues to navigate the stages of digital transformation with the increasing adoption of digital screens and new emerging technologies, programmatic buying and selling of OOH inventory offers unparalleled opportunities. previous within the channel.

While intimidating those unsure of the mechanics, Yang explained that the concept of programmatic DOOH is the same as its digital counterpart, where an advertisement is played on a digital screen in real time. However, the main difference is how this ad was bought, sold and/or delivered. Programmatic DOOH has automated the process of buying, selling, and delivering inventory on digital screens and offers enhanced capabilities to traditional OOH and DOOH. Plus, it does something that traditional OOH and DOOH can’t, which is audience targeting and measurement.

Additionally, the technology gives buyers more control over the settings where they can deliver content and the audience they are trying to reach. Advertisers can run various creatives within a campaign and modify or optimize it in real time based on external circumstances such as weather or road traffic. Programmatic DOOH also opens up unparalleled audience data sets and customizable segments that ultimately drive campaign effectiveness and overall ROI.

“Since 2020, we have seen how quickly our environment, our practices and our world can change. For the DOOH industry in particular, the past few years have highlighted the need for agility and flexibility across OOH channels. More so, it shed light on the value of data and technology in this ever-changing landscape,” Yang said.

Has APAC embraced programmatic DOOH?

While Asia-Pacific, with all its diversity, presents unique challenges when it comes to industrial laws and regulations, there are many opportunities, Yang explained.

In Hong Kong, for example, last year the company announced the successful the first programmatic DOOH campaign with multi-screen integration, audience and location data targeting and mobile retargeting to Hong Kong audiences.

The campaign was aimed at one of the largest CPG companies and a leading global beauty brand, through its agency Starcom Hong Kong.

Leverage innovative programmatic technology and powerful location data HiveVpon, a data partner of Vpon, one of Asia’s leading big data companies, designed and targeted precise custom audiences for the multi-screen campaign.

The campaign was launched across Hong Kong out-of-home media company Asiaray and another major outdoor media owner, using premium digital inventory in prime locations around the city.

Yang shared that as brands and agencies gradually adopt a programmatic approach to advertising and media buying in the region, the success of the campaign has shown a strong vote of confidence as Hivestack continues to grow its operations in North Asia.

“Through these partnerships, Hive allows international marketers to programmatically advertise and activate screens while outside of Hong Kong and deliver their campaigns to new global audiences,” Yang explained.

Adding to the conversation, Sally Ng, Vice President of Sales for HiveHong Kong and Taiwan said the best campaign results are achieved when customers are able to view programmatic DOOH as omnichannel media.

“Don’t think of programmatic DOOH as standalone media. Rather, think of it as an omnichannel medium for merging DOOH campaigns across other channels. This will allow marketers to build a unified strategy across devices and platforms, with people more likely to engage with a mobile ad after seeing an OOH ad,” she added.

Additionally, Ng also added that agencies are also a crucial player in making campaigns a success for their clients. The best agencies often come into the picture with clear parameters around data fields such as region and location, and of course pricing tiers to ensure the success of their clients’ campaigns.

“The most successful cases of running programmatic DOOH across multiple markets often leverage the use of unique features such as data triggers to ensure content is delivered to the right place, to the right audience, at the right time on multiple markets, making the most impact possible,” she added.

Chinese market opportunities

Yang added that while North Asia is notoriously difficult for global ad tech companies, with even tech giants such as Google and Meta finding their niche, the Chinese market presents cross-border opportunities on a global scale. Increasingly, Chinese companies are also expanding their business outside the region. “We have recently received applications from partners in China to advertise in Northeast Asian markets, especially Japan, and we are confident that this trend will continue,” he added.

One thing to remember though, Yang said, is that China’s OOH advertising landscape is strictly privacy-focused. With that in mind, Hive is now working to ensure it provides marketers and media owners with a platform they can trust to make data-driven, privacy-compliant decisions while serving agile programmatic DOOH campaigns , scalable and targeted.

“This year has been a milestone for us in which we have won “Level 3” certificate in China,” Yang said. It is the most authorized information compliance certification in China, and Level 3 Guarantee is the most authorized qualification for non-financial institutions in information compliance.

“With a focus on platform security, this qualification sends a message to local businesses that we are uniquely positioned to drive brand growth through programmatic DOOH ad campaigns,” he shared. .

Meanwhile, Ng also added that Hive enjoys strong global support from the international community Hive team and its headquarters in Montreal, Canada, which has been instrumental in its growth. This gives the business the flexibility to adapt and the global expert knowledge to leverage, which has enabled recent successful penetration into markets such as Taiwan and Korea.

“The support of our in-market partners allows us to successfully launch our first campaigns in these strategic markets,” Ng said.

Brand safety issues

Addressing issues of transparency, which often go hand in hand with conversations about programmatic buying, Yang said transparency is at the heart of Hivethe operations – both in the manner of the privacy-compliant technology it operates and in its financial controls.

Hive is a comprehensive platform processing substantial volumes of geotemporal location data to optimize DOOH campaigns in real time and achieve client goals. We are delighted to be able to demonstrate this commitment to our customers and partners through vital SOC certifications which we have acquired from the American Institute of Certified Public Accounts (AICPA) demonstrating Hivethe ability to maintain high levels of information security and risk management,” Yang said.

He added, “The programmatic DOOH industry is evolving rapidly and these certifications demonstrate that the Hive is well positioned to operate seamlessly, privacy compliant and securely in an ever-changing digital world.

This article was created by MARKETING-INTERACTIVE in collaboration with Hivestack.


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