AUCKLAND, Sunday: MediaWorks arm QMS NZ plans on making it easier for advertisers to buy premium digital out of home billboards by launching Hivestack’s digital outdoor programmatic platform.
Hivestack are a leading global programmatic DOOH ad tech company. This new partnership will enable advertisers to purchase QMS NZ inventory within the Hivestack platform via private marketplace (PMP) deals and will provide QMS NZ with more precise inventory management and distribution through Hivestack’s SSP.
QMS strategy director Angus Swainson said: “Hivestack will go live this month and will be the largest pDOOH launch to date in New Zealand utilising QMS NZ’s unmatched national digital inventory pool of more than 120 screens available with Hivestack’s robust suite of programmatic solutions.
“Investment and confidence in DOOH advertising has bounced back following the significant impact of Covid 19 in 2020 and this announcement is well timed for the continued growth in demand for digital inventory.
“Digital formats now represent 65% of all OOH adspend (up from 30% in 2016) however despite this significant growth very little inventory has been traded programmatically. Programmatic trading delivers increased reach, greater targeting capabilities, real-time measurement, optimisation, flexibility and efficiency for online advertising – we believe that New Zealand advertisers and media agencies are ready for pDOOH.
Sydney-based Hivestack ANZ/SEA MD Matt Bushby said: “Hivestack’s platform uses machine learning algorithms to better understand which DOOH activations will drive the best business outcomes and then optimises delivery accordingly.
“We believe that NZ advertisers and media agencies are ready for DOOH.”
“The combination of Hivestack’s data and analytics and QMS’s vast digital network coverage offers advertisers an unrivalled opportunity to reach audiences when and where they most need them.
Auckland-based Digital Commons MD Lisa Ison said: “Our experienced team will be representing the QMS NZ Programmatic channel and utilising their deep knowledge to connect and maximise targeted outcomes for programmatic buyers.
“My team and I are excited to work with QMS NZ and Hivestack to offer advertisers more flexibility with OOH advertising. We are now at the stage where we can offer the market a critical number of screens in New Zealand to make pDOOH worthwhile.”
Digital Commons and Hivestack will be actively in the market in the coming weeks launching the QMS inventory to programmatic OOH buyers.
About Hivestack
Hivestack is the global, full stack, marketing technology company that powers the buy and sell-side of programmatic digital out of home) advertising. On the buy side, marketers use Hivestack’s Demand-Side Platform to create measurable campaigns that activate DOOH screens in real time based on consumer behaviour and audience movement patterns. On the sell-side, DOOH media owners use Hivestack’s Supply-Side Platform & Ad Exchange to attract programmatic revenue. DOOH media owners can also use Hivestack’s Ad Server to power audience-based, directly sold campaigns. Attribution is a first class-citizen throughout Hivestack’s platform, offering buyers and sellers the ability to measure business outcomes at all stages of the consumer sales funnel.
Hivestack is headquartered in Montreal, Canada, and has global operations in Toronto, Tokyo, London, New York, Mexico City, Shanghai, Sydney and Guadalajara.
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