Adform and VIOOH Grow Partnership to Power DOOH Performance and Measurement Globally
8th May, 2024 – This strategic alliance sees Adform’s DSP integrate with VIOOH’s globally placed inventory and strengthen its programmatic omni-channel offering. In addition to the existing EMEA market, Adform clients can now easily scale performance and enjoy unprecedented transparency and efficiency across their DOOH media buys in North America, LATAM and APAC.
Advertisers are eager to capitalise on the prDOOH opportunity, especially with this year’s upcoming global sporting events like the Euros and Olympics. Offering the chance to target receptive audiences with contextual, meaningful, and dynamic campaigns, this new tailored integration provides Adform’s clients with a suite of DOOH advantages at the perfect time. Adform’s sophisticated impression multiplier, combined with VIOOH’s premium inventory, enables advanced targeting, metrics, and real-time reporting.
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After establishing its global omni-channel division in November 2023, Adform continues its momentum with this extended partnership. Launching these new DOOH capabilities for its DSP, Adform can better meet advertisers’ requirements for effective and data-driven measurement with improved transparency.
Vicky Foster, VP Global Commercial Partnerships at Adform, comments: “Having been a long-time partner in EMEA, we know the game-changing results that VIOOH’s inventory drives for advertisers. That’s why we’re excited to expand our partnership globally, offering robust performance and uncompromising transparency when advertisers need these most.”
Frances McCann, Global Director of DSP Partnerships at VIOOH, comments: “At VIOOH, we strive to remain at the forefront of the evolving programmatic DOOH landscape and we’re pleased to extend our partnership with Adform which helps us to stay on track to deliver this goal. prDOOH is becoming a key component in every media plan and we want advertisers across the globe to benefit from campaigns fuelled by data-rich, on-the-go, high-quality inventory to efficiently target diverse audiences.”
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Lemma Refreshes Brand Identity, Reinforcing Its Position as a Leading Global Omnichannel platform for Emerging Media
Tuesday, 7th May 2024 – Lemma, a leading omnichannel platform for emerging media, launched its new brand identity and logo, emphasizing its commitment to innovation and its role as a programmatic specialist in emerging media formats. Since its inception in 2017 Lemma’s focus has always been to provide differentiated solutions to advertisers in a transparent manner leveraging programmatic technology. Lemma’s new look and feel represents this continued commitment to innovation while reinforcing its position as a leading global omnichannel Supply side platform offering trust, transparency, control, and flexibility to its stakeholders.
This strategic transformation marks a significant milestone for the company as it embraces its new visual identity and positioning and embarks on a mission to be the driving force behind business success in the digital world, providing a platform that is transparent, cost-effective, and flexible. In addition to this Lemma fortifies its core differentiator with an integrated approach to amplify the advertiser campaigns through emerging media and enabling global discovery for premium inventory across CTV, DOOH & OTT using its proprietary Supply side platform.
The logo visual elements epitomize Lemma dynamic approach in shaping the emerging media terrain and its commitment to innovation. Crafted for memorability, its sharp aesthetics and vivid colors inject a playful essence while conveying a sense of “contemporary longevity” with modern, global appeal.
Speaking on the rebranding Gulab Patil, Founder & CEO, Lemma said,
“As we embark on this transformative journey, Lemma’s rebranding signifies a pivotal moment for our organization. Our strategy, hyper-focused on catering to global audiences and adapting to the dynamic media landscape, underscores our commitment to excellence. With our core values of trust, transparency, and innovation at the forefront, Lemma is steadfast in our mission to revolutionize the advertising industry through cutting-edge technology and a culture of empowerment.”
In line with the rebranding, Lemma has launched its revamped website, offering enhanced user navigation and refreshed content. The new brand identity will be revealed across 2 days at the Connected TV and NEONS on 8th and 9th of May respectively taking place at the Taj Santacruz Mumbai, catering to the diverse audiences that Lemma engages with.
About Lemma
Lemma is a leading omni-channel platform for emerging formats, offering brands, advertisers, DSP’s and media owners unparalleled control, scale, efficiency, and flexibility for driving business growth through emerging media. Our suite of products enables marketers and media owners to unlock the full potential of diverse advertising channels seamlessly. With a global presence and an emerging footprint in North America and EMEA, Lemma’s Supply Side Platform (SSP) integrates programmatic buying in DOOH, CTV, and other emerging formats, empowering advertisers to create engaging campaigns that resonate across multiple touchpoints.
Wootag and Lemma Collaborate To Improve Media and Creative Enhancements
Wootag, an interactive visual marketing platform, and Lemma, an omnichannel SSP for emerging formats, have collaborated to improve creative enhancement and media effectiveness for marketers. Through this partnership, brands will be able to improve their visual and interactive marketing campaigns by taking advantage of the increasing audience engagement in DOOH and CTV media.
Wootag partners with Lemma for creative enhancement and media effectiveness
Marketers will now be able to utilize Wootag’s interactive visual marketing tools within Lemma’s media ecosystem thanks to this partnership. Through the integration of Wootag’s technology, marketers can craft experiences that elicit greater engagement from their audience. Through the combination of Wootag’s interactive features and Lemma’s reach and targeting capabilities, this partnership opens up the possibility of creating customized and effective campaigns at scale.
Importance of intent viewing
Brands know how important it is to leverage intent viewing and other upper-to-lower-funnel metrics, given the amount of time audiences are spending on CTV media and outdoors during the day. With the help of Wootag and Lemma, marketers can make the viewing experience more contextual and tailored. This boosts performance on CTV and DOOH platforms by an astounding 2-3X when compared to standard videos.
Visual marketing capabilities into media offerings
Through this partnership, Lemma clients and agency partners can integrate Wootag’s interactive visual marketing capabilities into their media offerings. With the help of this packaged solution, which is offered everywhere, agency partners can leverage media and technology to increase campaign effectiveness on a large scale. Through the utilization of Wootag’s interactive functionalities within Lemma’s omnichannel ecosystem, marketers can craft incredibly personalized and engaging experiences for their target audience across various platforms.
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Additionally, by providing marketers with insightful data and analytics, this partnership facilitates data-driven decision-making. By learning more about the preferences, behavior, and engagement patterns of their audience, marketers can improve their strategies and instantly maximize results. Marketers can improve campaign outcomes and make well-informed optimizations by utilizing technology and data-driven insights.
Here’s what they said
Raj Sunder, CEO and founder of Wootag, said,
“At Wootag, we offer marketers a comprehensive solution that integrates interactive visual marketing with a powerful media ecosystem. With our partnership with Lemma, marketers can deliver highly interactive and contextualised experiences that captivate audiences and achieve exceptional results in their advertising efforts. We are thrilled to embark on this journey with Lemma and empower brands to fuel remarkable business growth.”
Gulab Patil, founder and CEO of Lemma, shared,
“At Lemma, we are committed to staying at the forefront of innovation, ensuring that our brands remain ahead in the competitive landscape. Partnering with Wootag reflects our ongoing pursuit of excellence in serving our brands and clients by unleashing the power of interactive visual marketing and data-driven insights and sets a new standard in the digital advertising landscape.”
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Vistar Media Partners with PRODOOH to Bring Programmatic DOOH Advertising to Latin America
NEW YORK, April 16, 2024 — Vistar Media, the leading global provider of technology solutions for out-of-home (OOH) media, today announced a strategic partnership with PRODOOH, the first and largest programmatic OOH media company in Latin America, to bring Vistar’s advertising capabilities to the region. The PRODOOH team of local experts will leverage Vistar’s advanced technology solutions to develop programmatic OOH across Latin America, beginning in Mexico and Brazil, with plans to expand to Argentina, Chile, Colombia and Peru this spring.
Today, advertisers and media owners can benefit from the following Vistar platforms in Mexico and Brazil:
- Demand-side platform (DSP): Vistar’s DSP connects marketers to the largest network of ad space in digital out-of-home (DOOH). Built to power a programmatic DOOH ecosystem when Vistar first launched, today it’s used by marketers to plan campaigns that leverage hyper-contextual storytelling to capture a better kind of attention. With Vistar’s DSP, marketers across Latin America can now easily incorporate OOH into their omnichannel marketing strategies.
- Supply-side platform (SSP): Vistar’s SSP brings automation to physical ad space in order to make DOOH bidding and buying more efficient to marketers at scale. This connects media owners in Latin America to demand around the world through Vistar’s extensive network of buyers across North America, Europe and Asia Pacific.
“Teaming up with PRODOOH to bring OOH solutions to Latin America is an exciting stepping stone for Vistar in our broader global expansion plans,” said Eugenie Chen, SVP, Strategy & Partnerships at Vistar Media. “Our goal at Vistar is simple – help marketers leverage OOH’s unique ability to motivate and delight, while giving media owners the tools they need to manage their OOH inventory networks efficiently. This partnership aims to do just that, and we couldn’t be more excited to extend our global demand into Latin America, while offering advertising partners around the world more opportunities to reach their audiences in this growing market.”
“We understand there’s a greater need to drive growth of the OOH category across Latin America, and an opportunity to inform buyers and media owners of the immense potential programmatic technology can bring to this channel,” said Roberto L’hopital, CEO & Co-Founder at PRODOOH. “With that, it’s become crucial to align ourselves with partners who embody a shared vision for what OOH can do for advertisers, both locally and globally, and how media owners can benefit from opening up their unique inventory to more demand. We bring our partners a deep understanding of the advertising market in Latin America, while Vistar offers us an arsenal of tools and expertise designed to help brands and media owners get the best out of the channel – from campaign strategy to execution to ROI. I can’t think of a better partner than Vistar to embark on this journey with, and look forward to seeing what our two companies accomplish together as we aim to further the adoption of programmatic OOH across Latin America.”
“For us at JCDecaux, it is important to always be at the forefront of the OOH industry, constantly seeking to generate greater value for our clients. Part of this commitment includes forging new synergies that contribute to and enhance the entire experience of advertising in outdoor media. That is why we are deeply excited to announce the successful integration with Vistar Media through PRODOOH, providing greater flexibility and optimization for advertisers, as well as access to the highest quality digital inventory in the country,” said Fernando Garduño, Head of Programmatic at JCDecaux.
Read More: Vistar Media Partners with Starlite Media to Manage Its CMS, Ad Server and SSP
“Vistar and PRODOOH’s partnership has unlocked a whole new world of demand for us, and a seamless, central way to extend our premium inventory across campaigns both locally and around the world,” said Tony Azuri, CEO of Out of Home Digital (formerly known as Screencast). “Not only are we no longer limited to advertisers local to Latin America, but our robust inventory network is now connected to demand from global buyers who value pushing boundaries when it comes to their OOH campaigns – from dynamic capabilities, flexible buying experiences, and advanced targeting and measurement solutions – that ultimately deliver stronger, more impactful campaigns across our screens.”
Outdoor ad spend in Latin America is expected to increase to $1.59 billion USD in 2024, demonstrating that more advertisers are recognizing the value OOH media can bring to their wider marketing plans. With programmatic DOOH specifically, advertisers can tap into a new world of benefits at ease – from enhanced audience targeting, higher brand exposure, fast campaign activations, increased flexibility, evidence-based measurement and more.
Reach out today to learn more about Vistar’s partnership with PRODOOH, and how to take advantage of programmatic DOOH in an upcoming campaign.
About Vistar Media
Vistar Media is the home of out-of-home – providing brands, marketers and media owners with the world’s first truly intelligent platform for buying and selling OOH. Vistar hosts the world’s most extensive digital out-of-home inventory globally, offering the scale, data and expertise that allow brands to capture a better kind of attention. With a full suite of platforms to choose from – demand-side platform, supply-side platform, ad server and Cortex CMS system – Vistar has built the world’s largest marketplace for OOH transactions. Headquartered in New York, Vistar has a presence in more than 20 countries, working with hundreds of brand marketers and media owner networks to power an OOH that’s both timeless and future-proof. For more information, visit www.vistarmedia.com or follow us on LinkedIn and Facebook.
About PRODOOH
PRODOOH is the first automated digital out-of-home (DOOH) buying platform in Latin America with the largest network of digital screens and the most precise segmentation for over 10 years. This allows advertisers to target specific audiences, utilizing data and technology to optimize advertising campaigns in real time. We offer access to the highest advertising demand, with global operations, dynamic creatives, personalized support, and our own programming team. We have available inventory with a network of over 700,000 screens worldwide and partnerships with major media owners. PRODOOH is a leading platform in the DOOH advertising industry in LATAM and recently expanded to the United States and Europe.
For more information visit: https://prodooh.com/# or follow us on Linkedln.
Vistar Media Partners with Starlite Media to Manage Its CMS, Ad Server and SSP
The premier global supplier of technology solutions for out-of-home (OOH) media, Vistar Media, announced that Starlite Media, a high-end retail and digital out-of-home (DOOH) media network, has chosen to run its entire network on Vistar’s software. Through the expanded partnership, Vistar’s ad server, content management system (CMS), and supply side platform (SSP) will be used to seamlessly manage and operate Starlite’s inventory, unleashing its full potential.
Premium DOOH screens
Starlite’s network of over 500 high-end DOOH screens can be found in popular DMAs around the country and in busy shopping malls. Starlite will now leverage Vistar’s technological advantages to continue offering advertisers access to audiences at the point of purchase.
Ad Server
The Vistar Ad Server combines traditional loop-based and impression-based campaigns on one platform. Simultaneously, it automatically strikes a balance between all revenue streams, including programmatic, to guarantee Starlite fulfills its responsibilities and seizes all programmatic opportunities. Starlite is no longer concerned about missing out on demand or having to manually allot space for programmatic.
Cortex
Cortex is Vistar’s player software and device management platform. Vistar’s Ad Server can be seamlessly connected to Cortex. By using it, Starlite has simplified the process of onboarding new devices. Furthermore, it has greatly reduced the time and expense involved in expanding and managing their network.
SSP
Vistar’s SSP, which unites the biggest agencies, brands, and demand-side platforms (DSPs) to access its marketplace of DOOH inventory, is the biggest in the DOOH industry. Even though Starlite was already a partner with the SSP, using Vistar’s entire suite improves their relationship with the SSP. It will increase revenue, and make managing their programmatic business easier.
Read More: Perion Collaborates with Way.io for Programmatic DOOH in China
Mediation
While maximizing Starlite’s yield, Mediation connects Starlite to all of the main DOOH SSPs. When a Starlite ad spot becomes available, mediation simultaneously makes it available to Vistar, Place Exchange, Hivestack, and Broadsign, with the highest-paying advertiser being selected. By doing this, Starlite is guaranteed the chance to monetize each ad space at the best rate.
Insights on the DOOH market
The DOOH advertising market is anticipated to generate $ 19.03 billion in revenue in 2024. The market is expected to grow at a compound annual growth rate (CAGR) of 5.54% from 2024 to 2028. It will translate into a projected market volume of $23.61 billion by that time. The channel is still growing. So media owners need to make sure they have the right digital infrastructure in place to run inspiring and engaging OOH campaigns that draw in advertisers and keep them coming back for more.
Here’s what they said
Eric Lamb, SVP, Enterprise Solutions at Vistar Media said,
“Starlite’s network is a gateway to a premium audience at the point of purchase. We are delighted to deepen our partnership, bringing better technology and enhanced value to Starlite and to their advertisers.”
Kevin Rodgers, Head of Sales at Starlite commented,
“Vistar Media was the clear, trusted choice as a technology partner to help us more efficiently reach consumers in out-of-home retail environments in our key markets. We have been a proud media owner partner of Vistar Media for some time now, and are delighted to migrate to using its entire suite of SaaS technology to more effectively extend our rapidly increasing digital signage network to buyers across the United States.”
Read More: Vistar Media Partner with Plan B Media for Programmatic DOOH Advertising in Thailand and Singapore
Perion Collaborates with Way.io for Programmatic DOOH in China
Perion Network Ltd., a global technology firm that connects advertisers and consumers across all major digital channels, announced its first domestic Demand Side Platform (DSP) partnership in China with Way.io via its programmatic digital-out-of-home (DOOH) platform, Hivestack.
Perion partners with Way.io in China via its programmatic DOOH platform, Hivestack
Perion’s intelligent HUB (iHUB), which links the company’s supply and demand assets, facilitates the connection between advertisers and consumers across major digital channels. Way.io specializes in providing programmatic advertising solutions that use quantitative algorithms to increase efficiency for brands and performance-driven advertisers. Numerous of the biggest brands, agencies, media companies, and demand partners in the world utilize its platform. Demand partners include Alibaba, JD, NANFY, VIP.com, Meituan, and supply partners include Bytedance, Tencent, Baidu, and Kuaishou.
Through this partnership, Perion’s Hivestack SSP, a global network of premium DOOH inventory, will enable Way.io customers in China to activate programmatic DOOH campaigns for the first time, both domestically and internationally. The partnership is a component of Perion’s global expansion strategy, which also includes new business endeavors in Brazil.
China’s DOOH market
The digital-out-of-home (DOOH) advertising landscape in China is dominated by local companies, many of which continue to operate in traditional ways. But now that programmatic DOOH transactions are supported by a more extensive infrastructure, the previously manual process has become a more efficient and integrated workflow.
This partnership represents a critical turning point in capitalizing on China’s dominance of the global DOOH market, which Statista projects will reach a value of $5.2 billion by 2024. 16 of the top DOOH media owners in China have already integrated with Hivestack’s platform. The latter offers access to 203 billion impressions across an unmatched network of over 93k sites and over a million screens, catering to a wide range of audiences and popular advertising seasons.
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Here’s what they said
Tal Jacobson, Perion’s CEO said,
“This strategic alliance with Way.io brings new opportunities to China’s substantial digital landscape, offering unparalleled access to global digital DOOH properties. This, together with our recent entry into Brazil, marks another significant step in fulfilling Perion’s commitment to expand our global footprint.”
Aileen Ku, General Manager, China at Hivestack added,
“Programmatic DOOH is an increasingly popular option that brings the best of digital technology to traditional OOH. Through this partnership with Way.io, we are able to help Chinese brands engage with Chinese customers by adding our 1 million+ premium DOOH inventory in China into Way.io’s omni-channel platform. With increasing demand for outbound business, we hope to roll out our partnership internationally, providing Way.io with instant access to premium DOOH inventory in over 35 markets.”
Derek Du, Founder & CEO at Way.io stated,
“The use of programmatic technology ensures the best possible digital outreach in an all-encompassing media mix strategy. As a leading quantitative advertising platform, the core competitive edge lies in data empowerment. With the establishment of a global media network, the partnership with Hivestack is a key element of Way.io’s global expansion strategy. This collaboration will offer advertisers a range of innovative media advertising formats that are visually striking, along with new methods of data-driven intelligent ad placements. This enhancement in Way.io’s ability to reach a comprehensive media audience not only signals an elevation in domestic programmatic advertising to meet international standards but also marks the official entry into the DSPOOH (DSP+DOOH) digital era. Working together, we look forward to shaping the future!”
Read More: Multiply Group Acquires 100% of DOOH Advertising Company BackLite Media
Multiply Group Acquires 100% of DOOH Advertising Company BackLite Media
Multiply Group, an Abu Dhabi-based holding company, has acquired 100% of BackLite Media, a leading Digital Out-Of-Home (DOOH) advertising company with assets in iconic locations in the UAE and projected revenues of AED 232 million in 2023, in a strategic move to increase its presence in the growing Out of Home (OOH) advertising market. The acquisition, which includes all of BackLite Media’s operational businesses, is a significant development in Multiply Group’s larger plan to strengthen and unite its media vertical.
Multiply Group Announces 100% Acquisition of BackLite Media
BackLited Media is one of the top media companies in the United Arab Emirates. It has a portfolio that includes 86% digital and 14% static advertising solutions. BackLite Media has secured prominent advertising locations. These include The Landmark Series along the famous Sheikh Zayed Road. Furthermore, it encompasses well-known malls, tourist attractions, and movie theaters like the Galleria Mall, Al Qana, Dubai Festival City, and more. This is possible through noteworthy partnerships, such as with the Roads and Transport Authority (RTA). With its wide audience, BackLite Media is positioned as a major player in the UAE media market.
Fostering Synergies
The acquisition emphasizes Multiply Group’s commitment to investing in successful businesses and fostering synergies. At the same time, it reflects perfectly completing the group’s current portfolio. It also includes Media 247 and Viola Communications. The Group’s calculated move into DOOH advertising is in line with current market trends and potential future expansion.
Programmatic transformation of DOOH in UAE
BackLite Media accelerated the programmatic transformation of DOOH in the UAE earlier this year. It partnered with multiple programmatic platforms, such as Place Exchange, AdForm, Hivestack, Vistar, and Google DV360. This increased the opportunities for DOOH to be incorporated into omnichannel marketing strategies. The acquisition has the potential to revolutionize the DOOH sector. It will bring cutting-edge and significant advertising solutions to the UAE and other regions.
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Here’s what they said
Samia Bouazza, Group CEO and Managing Director of Multiply Group, said,
“The full acquisition of BackLite Media is another strategic milestone in our journey to build an integrated multi-brand media powerhouse. This expansion underpins our commitment to driving shareholder value by creating long-term growth and further strengthening Multiply Media’s valuation as we continue readying the vertical for its eventual listing.”
Bengt Bendeus, Founder and Chairman of BackLite Media, noted
“We are pleased for the acquisition by Multiply Group, reflecting on the journey of BackLite from its founding in 1996 to becoming a key player in the UAE’s outdoor advertising sector. This success reflects persistent innovation, determination, and strong leadership from Dubai, RTA and Dubai Municipality. The acquisition marks a significant milestone, expected to enrich the business and advance the advertising landscape in the UAE and beyond.”
Jawad Hassan, Head of the Media and Communications vertical at Multiply Group, stated
“OOH advertising has evolved rapidly in the last few years in the UAE with a CAGR of 16% between 2020 to 2023, and BackLite has been at the very forefront, capitalizing on this growth. We believe that this acquisition will unlock immense value for Multiply Media as we continue consolidating premium media assets across the OOH sector. With BackLite’s robust market presence, prime locations, and exceptional team, together; we will deliver innovative and impactful advertising solutions in the UAE and beyond.”
Muhannad Al Ashram, Executive Director of BackLite Media, said,
“With the acquisition of BackLite Media by Multiply Group, we are witnessing a strategic alignment that is key to shaping the future of digital out-of-home advertising,”
James Bicknell, CEO of BackLite Media, added,
“This impending partnership with Multiply Group opens a new chapter for BackLite Media. We are thrilled to expand our capabilities and continue to lead in the DOOH advertising space with enhanced reach and resources.”
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Nakheel Grants 10-Year DOOH Media Rights to Hypermedia
Nakheel, the top master developer in the world, and Hypermedia have partnered in a ground-breaking digital OOH media deal. Hypermedia is a well-known regional leader in Out-of-Home (OOH) media experience and technology. A subsidiary of W Group Holding, Hypermedia has been granted exclusive 10-year rights to media coverage and development opportunities for Nakheel’s esteemed communities and properties, including Palm Jumeirah, 12 lively communities, 13 world-class malls, and numerous sizable hoardings located throughout Dubai.
Hypermedia signs 10-year agreement with Nakheel for DOOH media rights
As per the agreement, Hypermedia will put in place a cutting-edge digital network. It will make Nakheel communities a media network of the highest caliber. The companies claim that this blend of digital innovation will elevate the upscale lifestyle that is associated with Nakheel’s destinations, which include the business, residential, and tourism domains.
Hypermedia’s previous media achievements
The new endeavor builds on the success of Hypermedia’s prior historic accomplishments in public transportation and other notable communities. It will completely transform Dubai’s digital out-of-home setting. The collaboration encompasses locations like Palm Jumeirah, Jumeirah Islands, and many more. It covers an area of more than 15,000 hectares and housing more than 700,000 people at the moment.
Hypermedia is leading a brand elevation initiative across all Nakheel communities, particularly Palm Jumeirah, using its DOOH landscape. Strategically positioned in its esteemed location, Hypermedia will actively seek out new luxury brands. They will complement the rich clientele and unmatched attractions that make Palm Jumeirah a world-renowned landmark and travel destination.
Read More: JCDecaux Announces the Launch of Global Airport Programmatic DOOH
Digital OOH network deployed
The digital network that will be deployed throughout Palm Jumeirah includes several formats. These have been carefully planned and placed to improve the media experience. Every component, from the digital unipoles at the entrance to the large panels around the shoreline and the digital signage at the frond entrances, has been carefully designed. These enhance the brand experience and weave an engrossing and compelling story within these well-known communities.
The agreement also includes media rights to five enormous hoardings, whose unmistakable size gives brands endless impact. New data measurement tools will empower Hypermedia’s media assets across Nakheel. It allows brands to create data-driven campaigns for optimal impact and return on investment (ROI).
With this collaboration, Hypermedia and Nakheel are launching OOH advertising into a new phase of innovation and engagement. It will change the media landscape in Dubai.
Here’s what they said
Abed Bibi, Chief Marketing Officer at Nakheel said,
“We are delighted to partner with Hypermedia to amplify Nakheel’s digital branding across the OOH media space. Their cutting-edge technology combined with the strategic locations of our lifestyle developments, will boost Nakheel’s digital connect with our widespread audience by offering data-driven branding. We are confident this partnership will resonate with Dubai’s residents and visitors as we move into a seamless digital network that is bound to create compelling and immersive experiences for all”
Habib Wehbi, Chairman and Group CEO of W Group Holding, expressed his enthusiasm regarding this strategic partnership. He stated,
“This collaboration with Nakheel is a significant milestone in our journey. We are excited to extend our media network into these vibrant communities, taking the DOOH sector to new heights of engagement and measurement. By leveraging our expertise and employing the latest innovations in digital solutions and smart data measurement tools, we are set to revolutionise the DOOH industry in the country, transforming communities into media destinations for renowned brands
About Hypermedia
Hypermedia is a division of W Group Holding. It is the innovator of Impact, pushing the envelope to enable brands to gain greater clout through clever Retail Media Experiences and Digital Out-of-Home (DOOH) advertising. Its vast OOH network, the biggest in the UAE, skillfully combines state-of-the-art data measurement tools, media assets placed strategically, and cutting-edge AI technology. Throughout the nation, it has a strong media presence at well-known landmarks. These include the bustling Dubai Metro public transit system, key outdoor spaces, retail media settings in well-known malls and hypermarkets, and elite locations and neighborhoods.
Perion Acquires DOOH Platform Hivestack for USD $100 million
Perion Network, which uses technology to connect advertisers and consumers across all major digital channels, announced that it has successfully acquired Hivestack Inc. Hivestack Inc. is globally recognized for its innovative full-stack programmatic digital out-of-home (DOOH) offerings. The deal includes a three-year employee retention and performance-based payment plan worth up to $25 million. Furthermore, it also includes US $100 million in cash paid at closing.
Perion’s Acquisition of DOOH platform Hivestack
Ordinary public spaces are transformed into dynamic experiences with DOOH advertising. It engages audiences with personalized, attention-grabbing content in real-time. Using state-of-the-art technology, it targets, delivers, and measures memorable, immersive advertisements that establish a connection between brands and consumers on the go. With the acquisition of Hivestack, a pioneer in programmatic DOOH technology since 2017, Perion is positioned to take advantage of its expected growth and enter an exciting new market.
A broader reach, a broader technology base
- The cutting-edge platform from Hivestack is in use in 32 nations throughout North America, EMEA, LATAM, and APAC. With this global reach, Perion will be able to take advantage of economic trends that affect advertising budgets around the world. Furthermore, it will also be able to provide a range of solutions in these new markets.
- This deal makes a substantial contribution to Perion’s diversification strategy. It will allow the establishment of a significant presence in the rapidly expanding DOOH channel. It is expected to grow at a 15.3% CAGR from US $21.5 billion in 2023 to US $30.7 billion in 2026, as per a PQ Media research report.
- Hivestack provides media owners with a range of specially designed software, such as the Head Bidder, SSP, and DOOH ad server. These are intended to manage, deliver, and optimize targeted advertising on digital screens to efficiently source demand and increase yield.
- In addition to tools for audience planning and campaign measurement, Hivestack’s DOOH DSP offers media buyers strong capabilities for locating ideal inventory and optimizing the efficacy and return on investment of DOOH advertising campaigns.
- This acquisition aligns well with Perion’s retail network strategy. Moreover, it is anticipated to generate opportunities for synergy with the company’s current advertising offering and business.
Read More: Hivestack Partners with Up Media to Expand Thai DOOH Market Share
Hivestack’s DOOH capabilities
GroupM, Dentsu, Uber, Colgate, Lego, InterContinental Hotel Group, Doordash, The Trade Desk, Xandr, Clear Channel, Lamar, and Stroer are among Hivestack’s agency, brand, ad-tech partner, and media owner clients. Perion serves clients like DraftKings, Kroger, Albertsons, BMW, HBO, and Nike. Through the acquisition, Perion will be able to expand its DOOH capabilities. Perion operates in all of the major digital advertising channels, including search, social, display, video, and connected TV. Perion has a $1.3 billion market capitalization and trades in both New York and Tel Aviv. Unlike many tech companies, Perion has produced positive returns over the previous five years.
Here’s what they said
Tal Jacobson, CEO of Perion said
We are excited about the acquisition of Hivestack, which both complements and advances our long-term growth strategy. Hivestack’s DOOH technology platform stands out by offering brands and advertisers what they crave the most: high-visibility creative, precise targeting, immediate impact, wide reach and measurement. In addition to advancing our diversification strategy, this transaction aligns with our objective to expand our technological capabilities and product offerings, and we will continue to pursue additional inorganic growth opportunities. We welcome Hivestack and its impressive team of professionals to Perion. We look forward to capitalizing on the synergies between Hivestack’s technology and Perion’s existing solutions, to provide clients an even more comprehensive, end-to-end offering.
Andreas Soupliotis, Founder and CEO of Hivestack, stated,
Joining Perion marks a significant milestone in our journey. The strength of our technology, coupled with Perion’s market expertise and compelling advertiser solutions, will result in new synergetic solutions that resonate with customers on a worldwide scale. We are thrilled about the endless possibilities that this unlocks.
Read More: Yahoo Partners with VIOOH for prDOOH and Twilio for First-Party Ad Reach
Yahoo Partners with VIOOH for prDOOH and Twilio for First-Party Ad Reach
In collaboration with Yahoo advertising, VIOOH, the top premium digital out-of-home (DOOH) supply-side platform, published a whitepaper. The paper looks at the possible effects of incorporating programmatic digital out-of-home (prDOOH) into multichannel marketing. Additionally, Twilio Segment Customer Data Platform (CDP) and Yahoo Advertising launched an integration to increase ad reach and relevance without using third-party cookies. Twilio Segment’s connection with Yahoo ConnectID enables advertisers to strengthen their operations and make use of first-party data across many screens, even in a cookie-less setting.
VIOOH – Yahoo Partnership to Explore prDOOH in Marketing Campaigns.
In a recent whitepaper, Yahoo Advertising and the worldwide digital out-of-home (DOOH) supply-side platform VIOOH examined the possible effects of integrating programmatic digital out-of-home (prDOOH) into multi-channel campaigns.
prDOOH whitepaper and case studies analysis
An important requirement from marketers is to comprehend how prDOOH fits inside multi-channel campaigns and how to best quantify its effectiveness, according to VIOOH’s annual State of the Nation report. The join whitepaper examines several case examples to show how advertisers may increase multi-channel campaign impact by leveraging prDOOH. By utilizing the advantages of both broadcast and digital channels, explains how to improve targeting, raise brand awareness, and influence consumer behavior both offline and online to produce a return on investment. Results show that including prDOOH in multichannel media, planning can increase attention, engagement, and overall campaign effectiveness.
Key outcomes
According to the report, including prDOOH in a multi-channel media plan boosts the ROI of a digital mix. Due to the priming effect, which DOOH plays a significant role in, conversions during re-engagements on other channels are increased as a result. Additionally, because of its eye-catching qualities and adaptability as a programmatic medium, prDOOH can improve offline outcomes in terms of sales and foot traffic.
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prDOOH Case Study Examples
According to a case study in the report, prDOOH can increase foot traffic and sales by attracting attention. Danone Aptamil in the UK saw a 15% boost in sales through prDOOH and a 37% rise when digital channels were added. Similar to this, a campaign with Tourism Tasmania revealed that prDOOH helped lift website visits by an additional 31%, with the whole campaign being responsible for a 51% increase in travel to Tasmania.
Two successful initiatives from Jones Lang LaSalle in Australia, Singapore, and Hong Kong as well as Schroders in Singapore are highlighted in the report. To improve online campaigns, both of these blended prDOOH and digital platforms. The findings confirmed the influence of offline priming effect on ROI and showed significantly higher website visitation rates as well as an overall 80% rise in mobile retargeting click-through rates (CTR).
Here’s what they said
Helen Miall, CMO at VIOOH said,
This whitepaper has been prompted by a significant increase in demand for prDOOH from advertisers, and a desire to understand how it can best be used alongside and within multi-channel campaigns. This report highlights its potential for delivering effective campaigns across upper and lower funnel tactics, and how prDOOH can be successfully combined with individual media to drive campaign effectiveness.
Alice Beecroft, senior director, of global strategy & partnerships at Yahoo said,
In today’s digital media landscape, programmatic digital out-of-home provides advertisers with the crucial ability to adapt in real-time. This adaptability is essential for effectively engaging their audience within a comprehensive omnichannel campaign. The results in the whitepaper show how prDOOH as part of the digital marketing mix drives incremental value where a connected bridge is formed with other channels to reach consumers wherever and whenever it matters most.
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Yahoo Integrates Identity Solution Through Twilio Segment
Recently, Twilio’s customer data platform (CDP) made the cookie-free ID for Yahoo Advertising available. First-party data is used by ConnectID, Yahoo’s cookie-free identity solution, which was introduced in 2020m to assist marketers in identifying and matching consumers throughout the open web. It is constructed on top of Yahoo’s exclusive ID Graph. It is now available to more than 25,000 Twilio businesses. Users will be able to broaden the breadth and relevance of their campaigns thanks to this integration.
Twilio Segment’s Customer Data Platform Integration with Yahoo DSP
Through the agreement, Twilio Segment users may increase reach, relevance, and measurement across screens by synchronizing hashed, cookie-less data with their real-time customer profiles. Yahoo ConnectID’s smooth integration makes this possible. Companies might experience success or failure at different times. Companies can now match their first-party data with Yahoo ConnectID within the Yahoo DSP if they use the Twilio Segment Customer Data Platform (CDP) to manage their first-party data. As a result, their advertising initiatives have a wider audience and greater significance. Businesses that use Twilio Segment CDP to activate their data will see that each campaign has a wider reach.
Yahoo ConnectID
Yahoo employs a thorough identity strategy across all digital environments. Addressable and non-addressable inventory is supported by their identity solutions, which include Yahoo ConnectID and Next-Gen Solutions. An entire set of identification solutions is available within the Yahoo DSP. Marketers can protect the future of their company. Moreover, they can maintain control and maximize ROI in a world where identity is regulated. Even if support for cookies and other traditional identity techniques dwindles, marketers may take advantage of a single customer viewpoint through this connection to maximize the promise of targeted advertising and individualized customer experiences.
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Addressable and Non-addressable inventory
Yahoo’s consent-based, first party and partner data serve as the foundation for Yahoo ConnectID for addressable inventory. It reaches 58+ logged-in users in APAC and almost 200M authenticated users in the U.S. Over 28,000 publisher domains have selected the solution. It is also compatible with over 30 of the leading data platforms in the market. Using Yahoo ConnectID users as a panel audience, Next-Gen Solutions is an AI-built privacy-preserving solution. Additionally, it expands the reach and relevance of non-addressable inventory. With the help of this comprehensive identity suite, marketers can future-proof their operations in the Yahoo DSP while maintaining ROI and control in an identity-restricted environment. Even if support for cookies and other conventional identity systems wanes, marketers will be able to use this connection to take advantage of a single view of the customer to fulfill the promise of targeted advertising and guarantee a personalized consumer experience.
Here’s what they said
Dan Richardson, director, and head of data at Yahoo APAC said,
Data collaboration is essential to allow brands to get the most value from their first-party data. This integration means delivering better advertising experiences to customers and gives advertisers what they want most – greater relevance, reach, and measurement. In a world with fewer online user identifiers, Yahoo ConnectID offers a differentiated and future-proofed approach to all businesses.
Liz Adeniji, regional vice president, of Asia-Pacific and Japan at Twilio Segment, commented
A recent Twilio study found that about 7 in 10 businesses in Asia-Pacific have already turned to using first-party data primarily due to the inadequate visibility over third parties’ data safeguards, management of consent, and regulatory compliance. Our new integration with Yahoo will make it easier for these businesses to use their valuable first-party data in a much more meaningful way, in real-time, and most importantly, with utmost relevance to their intended audience. This will enable them to unleash the potential of first-party data across screens to deliver more personalised and engaging campaigns.
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