Hivestack | November 03, 2022
Hivestack, the world’s leading, independent programmatic digital out of home (DOOH) ad tech company today announced the successful delivery of the first programmatic DOOH campaign for Uber Taxi in Hong Kong through their agency Mediacom Hong Kong, via a Private Marketplace (PMP) deal through the Hivestack DSP.
Uber Taxi “Go your way, Live your way” campaign ran from July to September 2022 on multiple channels including bus shelters and large format digital billboards. To drive precision and scale in DOOH, Mediacom Hong Kong selected Hivestack to deliver against Uber Taxi core proposition to empower target audiences to be in-control of the way they travel around the city. Uber leveraged the Hivestack DSP to programmatically target a custom audience group, to raise brand awareness and consideration of Uber Taxi whenever they needed to commute within the city. Demonstrating the power of this channel, July and August were wetter than usual with the accumulated heavy rainfall recorded. Utilising the advanced weather trigger and Moment Targeting capabilities available in the Hivestack platform, Uber were able to activate contextual ads during changing situations such as rainy days, at peak hours etc. and serve different types of creative in real-time under different scenarios.
Troy Yang - Managing Director, North Asia, Hivestack commented - "We were incredibly happy to offer Uber Taxi an innovative way to activate programmatic DOOH in the heart of Hong Kong, powered by the Hivestack DSP."
Troy Yang - Managing Director, North Asia, Hivestack commented - "We were incredibly happy to offer Uber Taxi an innovative way to activate programmatic DOOH in the heart of Hong Kong, powered by the Hivestack DSP. By utilizing the agility of the platform, the brand was able to more effectively alter campaign parameters in-flight, plan dayparts, adjust ad spend and evaluate the campaign effectiveness by understanding the audience concentration rate, performance breakdown by screens / locations and more actionable campaign insights. The campaign ensured Uber Taxi was able to resonate stronger with their target audiences at the right location, with the right ad, at the right time."
Kenny Ip, Head of Investment, GroupM said - “We were excited to partner with Hivestack to deliver our omnichannel marketing campaign via programmatic DOOH for the first time. As the pioneer of programmatic DOOH, we trusted Hivestack to raise our brand positioning in the market and drive consideration for Uber Taxi. We were delighted with the ease of trading DOOH in this way, in comparison with traditional planning and Hivestack were able to provide the full scope of services for campaign setup, optimization strategy, weather / moment targeting and post-campaign reporting just like what we are seeing possible on other programmatic media channels. Through programmatic DOOH, we were able to deliver more scale and precision than ever before in this channel.”
In 2021, 84% marketers in Hong Kong claimed to have bought programmatic DOOH media and expressed their inclination towards incorporating this channel more extensively in their future marketing strategies. Hivestack’s audience centric approach to programmatic DOOH offers brands all over the world the opportunity to drive precision and scale in over 25+ markets globally, while integrating seamlessly with wider omnichannel marketing strategies. In turn, media owners can benefit from both domestic and international revenue from brands, agencies and omnichannel DSPs.
Teads, IMPACT+ | September 29, 2022
Teads, the global media platform, announces a partnership with IMPACT+, with the purpose of measuring the greenhouse gas emissions of online advertising campaigns run through its platform. This announcement follows a series of tests with brands such as Renault, LaPoste, and Hello bank! at the French Ministry of Justice in France testing the carbon footprint of their advertising campaigns.
The solution has now been introduced across APAC and ANZ exclusively to OMG group and its clients. The goal of this initiative is to create a standard of carbon footprint measurement across Teads’ campaigns, to better support brands and agencies in their CSR approach.
Currently, Teads globally has over 50+ brands that have begun the use of IMPACT+ to measure their campaigns’ carbon footprint. This measurement capability has also gone live with OMG’s top 10 clients in APAC.
Measuring the carbon footprint, a strategic challenge
The environmental impact of online advertising is a young, and complicated topic.
IMPACT+ is the leading third-party measurement provider, who can estimate the carbon footprint of digital communications and bring concrete recommendations on how to set up an environmental KPI. Teads’ new partnership with IMPACT+ allows advertisers to evaluate the greenhouse gas emissions of their Teads’ campaigns.
Leveraging this measurement, brands will now have the ability to minimise the power consumption of each impression served as well as reduce the electricity impact of each media objective, with Teads’ continued investment toward minimising the amount of impressions required to reach the same objective. IMPACT+ currently provides a calculation to report on GHG emissions at the campaign level, which includes creative delivery electricity consumption and the associated greenhouse gas emissions depending on where the delivery took place, as well as the end-user device lifecycle GHG emissions.
Concretely, the considered perimeter implies the necessary electrical consumption to the campaign delivery and the greenhouse gas emissions induced by this consumption. This first step allows then to analyse the campaign parameters impact from the point of view of the equipment’s usage (data centre, network, and devices) that are necessary to the delivery and to recommend optimisation levers. The actual calculation is based on the required energy for hosting advertising creatives, transporting on the network, and using the user’s device displaying these ads.
This approach is part of Teads’ continued ambitions to evolve its platform and maintain its position as a sustainable business. The series of tests will open doors to new thoughts aiming to use this carbon metrics along with traditional media KPIs.
Teads’ ambition in this space is to standardise carbon footprint measurement within the platform and therefore lead the digital marketing industry where reducing the carbon footprint of a campaign, without reducing its effectiveness, is the ultimate goal. The methods in place are new and keen to evolve to consider a larger perimeter, integrating other elements involved in the delivery like use or data, programmatic or third-party integrations for example or also other environmental impacts, beyond carbon emissions. For this reason, the ongoing procedures for the formalisation of an industrywide reference framework are welcome to collectively progress in the subject. The goal is to understand ultimately how to minimise the carbon footprint without compromising media performances and avoid a bounce back effect.
Paul Shepherd, chief investment officer and president of Annalect at OMG APAC says “As brands increasingly focus on reducing their scope 3 emissions, our industry needs to supply solutions that our clients can orchestrate towards their sustainability efforts."
Paul Shepherd, chief investment officer and president of Annalect at OMG APAC says “As brands increasingly focus on reducing their scope 3 emissions, our industry needs to supply solutions that our clients can orchestrate towards their sustainability efforts. At OMG, we collaborate with partners to develop systems and processes to make sustainability accessible for our teams. This supports our drive in ensuring planning and optimising media campaigns for reduced carbon emissions becomes market practice.”
Emmanuel Fischmeister, VP business development at Teads says “We are extremely excited to launch this firsts-of-its-kind partnership with OMG. Having a better understanding of the emissions is only the beginning of the journey, beyond measurement: our goal is to reduce and optimise these emissions. As a sustainable media platform, we are looking to do our part for future proofing the media industry”
Teads operates a leading, cloud-based, end-to-end technology platform that enables programmatic digital advertising across a global ecosystem of quality digital media. As an end-to-end solution, Teads’ modular platform allows partners to leverage buy-side, sell-side, creative, data and AI optimization technologies. For advertisers and their agencies, Teads offers a single access point to buy the inventory of many of the world’s best publishers. Through exclusive global media partnerships, Teads enables advertisers and agencies to reach 1.9 billion unique monthly users* in brand safe, responsible advertising environments, while improving the effectiveness and efficiency of digital ad transactions.
MGID | September 17, 2022
MGID, the global advertising platform, has today announced the appointment of Sara Buluggiu as VP of Publisher Business Development, and Sergio Vives as Global Head of Publisher Acquisition, to drive the company’s European expansion.
Buluggiu brings a wealth of international digital media experience, with previous roles including Digital Director at Starcom, and VP, Regional Director Italy, Spain and MENA at Magnite, where she launched its Middle East offering and successfully grew operations in Dubai and Israel. At MGID, she will be responsible for developing the company’s publisher-focused global strategy in Europe, North America, LatAm and APAC regions.
An accomplished sales and business development leader, Vives brings more than 15 years experience in revenue management, publisher acquisition and monetization strategies. Previously VP Sales at Marfeel, the global content intelligence platform, and Global Sales Director at Softonic, he will oversee MGID’s global publisher acquisition strategies.
Sergii Denysenko, CEO at MGID, commented, “With increasing recessionary pressures and tighter privacy regulations, publishers are seeking alternative revenue streams that won’t compromise user experience."
Sergii Denysenko, CEO at MGID, commented, “With increasing recessionary pressures and tighter privacy regulations, publishers are seeking alternative revenue streams that won’t compromise user experience. We want to ensure those creating great content on the open web and amassing valuable audiences don’t miss out on their fair share of ad spend.
“As we extend our support of publishers in developing audiences and generating revenue into new global territories, bringing both Sara and Sergio on board is a significant step towards helping us to achieve this.”
MGID is a global advertising platform helping brands reach unique local audiences at scale. It uses privacy-first, AI-based technology to serve high-quality, relevant ads in brand-safe environments. The company offers a variety of ad formats, including native, display and video to deliver a positive user experience. This enables advertisers to drive performance and awareness, and publishers to retain and monetize their audiences.
Every month, MGID reaches 900 million unique readers, with 200 billion ad impressions, across 25 thousand trusted publishers. For more information, please visit: www.mgid.com.