MediaCom and GroupM have partnered with Hivestack to enable programmatic buying across out-of-home (OOH) inventory.
The new 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.
“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," MediaCom head of marketplace Nick Thomas says.
“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.”
The exclusive partnership makes Hivestack the preferred buying platform for GroupM and MediaCom.
“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," Thomas says.
"We were extremely diligent and thorough in analysing Hivestack technology and data capabilities."
MediaCom has been running preliminary testing with Hivestack for six months, buying across several media owners in AUNZ for brands such as ModiBodi, eBay and KFC.
“Globally, digital marketers use Hivestack technology to connect with custom audiences in the physical world based on consumer behaviour and audience movement patterns," Hivestack ANZ/SEA managing director Matt Bushby says.
"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.”
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