AD TECH AND MARTECH
Hivestack, mc R&D GmbH (mcrud) | February 01, 2023
On January 31, 2023, Hivestack, the world's top independent programmatic digital out-of-home (DOOH) ad tech firm, has partnered with Germany's biggest passenger TV network provider, mc R&D GmbH (mcrud). mcrud's 5,800 displays on 2,000 public transportation vehicles (subway, bus, and streetcar) may now be purchased programmatically using Hivestack's supply-side platform (SSP).
Hivestack will provide local and international advertisers, agencies, and omnichannel DSPs the ability to create, activate, and assess programmatic DOOH campaigns across mcrud's DOOH screens in two major German cities with the integration of mcrud's inventory.
The biggest passenger television provider in Germany, mcrud, shows high-quality programs on Berlin and Munich's public transit. Berliner Fenster station serves more than two million people every day in Berlin alone. The agreement with mcrud would enable advertisers to reach a potential weekly audience of 20 million people.
Managing Director at Hivestack, Will Brownsdon, said, “We are thrilled to announce our partnership with mcrud in Germany. Our goal at Hivestack is to connect buyers to audiences on the move and across a wide range of OOH environments. mcrud represents just this, offering incredible reach in a unique and captive environment.”
(Source – ExchangeWire)
Germany's expected DOOH ad expenditure for 2022 is €708 million (£622.5 million). Digital outdoor advertising has grown consistently, sometimes at double-digit rates. In 2018, DOOH's total sales were still €410 million (£360.4 million) (source: Nielsen Media Research). However, this is a 72.5% increase within four years. Programmatic DOOH technology provides marketers with unparalleled reach, enabling global companies to target their customers precisely through large-scale DOOH displays.
About Hivestack
Hivestack is the most prominent independent, worldwide, full-stack marketing technology firm that enables the buy- and sell-side of programmatic digital out-of-home (DOOH) advertising. On the purchase side, marketers leverage the demand-side platform from the firmto design quantifiable campaigns that activate DOOH displays in real-time, depending on customer behavior and audience movement patterns. On the sell-side, DOOH media owners use the supply-side platform and ad exchange from Hivestack to generate programmatic income. Additionally, DOOH media owners may use its ad server to support audience-based, directly soldcampaigns.
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ADVERTISER PLATFORMS
prnewswire | March 28, 2023
Premium digital out of home (DOOH) media owner Ocean Outdoor has announced an exclusive partnership with the Web3 engagement platform SmartMedia Technologies (SMT).
The collaboration allows Ocean to leverage The SmartMedia Stack, SMT's self-serve, no-code, drag, drop and distribute studio, further elevating the connection between large format digital outdoor and mobile screens for brands seeking immersive audience experiences.
Using Ocean Labs' technology packages and fast wifi connections, outdoor audiences can connect to full motion screens via their mobile phones to access token powered games, either collecting objects in real time or using their handsets to control different objects to receive a branded or personalised NFT (non-fungible token), powered by SMT.
Once collected, these tokens are then added to virtual wallets to be redeemed for prizes, samples or offers either immediately at the point of play, in store or online as part of advertising promotions.
Catherine Morgan, managing director of Ocean Labs, said: "The opportunity to host seamless easy to access memorable experiences on Ocean screens which respond in real time to individual interactions is clearly a winning formula for brands looking to build engagement and loyalty out of home. Working with SMT, we will also look to extend real world OOH interactions into Web3 virtual experiences, allowing players to redeem their virtual tokens in other realms."
The partnership follows the success of Lacoste Heroes, Coty's experiential fragrance sampling and pop-up at Westfield London. The activation was the centrepiece for a nationwide virtual treasure hunt in which Coty offered 120,000 NFTs for collection via an AR game accessed through QR codes on Ocean's wider DOOH network.
The campaign delivered impressive results attracting 92,000 total unique visitors and 34,600 AR game users. Some 24,012 gifts were redeemed, with 49% of players redeeming their free sample through the AR experience against a benchmark of 35%. 23,837 users opted-in to e-marketing.
Tyler Moebius, CEO of SmartMedia Technologies, said: "Pairing SmartMedia Technologies' enterprise engagement platform with Ocean Outdoor's market-leading screen offerings enables us to bring yet another revolutionary new layer of interactivity and attribution to our client's campaigns."
"Our mobile experiences enable marketers to seize the decisive moment they capture a consumer's attention with an eye-catching social media campaign, QR code on their packaging or an unmissable offer on Ocean Outdoor's OOH screens and immediately drive them into highly engaging activations that surprise, delight and captivate. We're excited to continue working with Ocean Outdoor supercharging dwell time and brand affinity through our powerful DTC offerings, which deliver unparalleled attribution, first party data capture and ROI for our partners."
About Ocean Outdoor
A partner company of Atairos, the independent strategic investment company, Ocean Outdoor is the leading operator of digital out of home (DOOH) advertising across the UK, Northern and Continental Europe. The Group's network of 4,000+ screens covers seven countries and 351 cities, with its technological capabilities delivering the most impactful and measurable DOOH brand and advertising experiences.
Ocean's portfolio comprises of some of the most iconic locations including the Piccadilly Lights and the BFI IMAX and the company also works closely with high-profile landlords, including Landsec, Unibail-Rodamco-Westfield (URW), the BFI, Nuveen and the Canary Wharf Group, as well as major city councils on the development of its network.
To date the Group's growth has been driven by tender wins and the rollout of new locations, as well acquisitions that complement the existing portfolio. Since 2018, Ocean has completed seven acquisitions which has enabled it to expand its UK footprint into the Netherlands, the Nordics and Germany.
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DISPLAY ADVERTISING, RETARGETING
Captivate | January 19, 2023
Captivate, a leading digital-out-of-home video network, and WeWork, one of the global leaders in flexible space providers, announced a strategic partnership to display the Captivate on-screen content experience on existing digital screens in WeWork lobbies, elevator banks, and collaborative workplaces. "WeWork Powered by Captivate" will give marketers access to modern, high-value professionals who make business and personal purchase decisions.
Captivate will act as a complete communication solution for WeWork locations, offering an engaging viewer experience that educates and entertains WeWork members and visitors while displaying relevant advertisements during their workdays. In addition, the partnership expands Captivate's network by 175+ locations in major North American metropolitan regions, increasing the number of Captivate office and residential building displays to over 14,500 screens.
CEO of Captivate, Marc Kidd, said, "We are excited to offer advertisers and WeWork members the benefits of our video network." He also stated, "Our partnership means advertisers can more easily reach coveted B2B decision-makers and B2C consumers with spending power at multiple daily touch points throughout the day. And Captivate's skilled editorial team brings value to WeWork members and guests with an interesting combination of news and entertainment, plus high-utility content such as traffic and weather updates."
(Source – Cision PR Newswire)
Captivate provides a rich content experience to complement WeWork's creative workplaces with a programming mix customized for modern professionals. It also provides contextually relevant environments with custom-branded solutions, such as content alignment and branded integrations, to activate campaigns for agencies and brands.
About Captivate
Captivate is the industry-leading digital media network, including over 13,200 screens in prime areas where modern professionals work and live. Through innovative, research-driven, and Nielsen-measured advertising and marketing campaigns, it links advertisers with over 13 million unique monthly viewers by providing its audience with relevant news and practical advice. In addition, through live editorial content, the company offers advertisers a highly desirable and difficult-to-reach audience of affluent and influential business professionals. The company, which was founded in 1997, is owned by Generation Partners and TEGNA.
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