Outfront Media Inc., has entered the digital outdoor programmatic market through its partnership with Hivestack.
Outdoor programmatic platforms is a rapidly developing area made possible by the rollout of digital screens countywide. Still in its infancy, programmatic mediums hold significant promise for the out-of-home (OOH) business and provide advertisers with a new way to transact outdoor campaigns.
“Digital outdoor screens in their first iteration were sold as revolving loops of ads,” said Outfront’s CEO, Michele Erskine. “We weren’t using their true potential. These screens deliver massive impressions with huge impact and can also be highly targeted, data-driven, and flexible with the right tools. The emergence of outdoor programmatic platforms is taking us to another level and opening up our inventory to new buyers. That said, we look forward to continuing this journey.”
Hivestack’s founder and CEO, Andreas Soupliotis, added: “Driven by their deep desire to deliver audience-based campaigns, programmatic activation of their inventory is now an integral part of our offering to Canadian marketers. Thanks to a great partnership and many collaborative iterations, programmatic digital out-of-home has matured to a point where buyers are able to target custom groups and attribute business outcomes at all stages of the funnel.”