February 21, 2025

Programmatic

In a world where nearly everyone is always online, there is no offline.

Showcasing the best in DOOH excellence: New Zealand’s award-winning campaigns with Perion

These award-winning campaigns demonstrate the power of precision, creativity, and innovation in transforming New Zealand’s DOOH landscape in 2024.

Perion, formerly Hivestack, has firmly established itself as a leader in programmatic digital out-of-home (DOOH) advertising, crafting campaigns that merge creativity, precision, and innovation.

With remarkable achievements being recognized by esteemed industry awards such as: The Wires Awards, The OMMA Awards, IAB NZ Digital Advertising Awards, and OOHMAA Awards, and more, Perion’s work not only represents technical brilliance but also reshapes the future opportunities for DOOH excellence in New Zealand.


Fire and Emergency: Pioneering fire safety communication

A true testament to programmatic DOOH excellence, the Fire and Emergency campaign swept both global and regional awards, earning Gold – Best Use of DOOH (IAB NZ 2023), Best Regional Campaign – APAC (The Wires 2024), Best Programmatic Campaign (OMMA Awards 2024), and Best Use of Technology/Data, Q1 Category Winner (OOHMAA Awards 2024).

Designed to address the pressing issue of wildfires causing over $ 100 million NZD in damages annually, the campaign utilised real-time fire danger data and geotargeting to deliver hyper-localised messaging. With dynamic creatives adapting to regional risk levels, critical warnings like “Check it’s alright, before you light” reached audiences when it mattered most. Perion’s integration with NIWA’s fire danger API enabled real-time activation of the iconic “Half Grapefruit” fire risk visual, driving 85% awareness and 90% compliance in target behaviours. This campaign set a new benchmark for leveraging DOOH to tackle public safety challenges effectively.


Genesis Energy: Driving EV awareness with dynamic DOOH

Building on the momentum of the Fire and Emergency campaign, Genesis Energy executed one of 2024’s most celebrated initiatives, earning Silver – Best Use of DOOH (IAB NZ 2022) and Best Use of Technology/Data, Q2 Category Winner (OOHMAA Awards 2024).

By leveraging Perion’s platform, this campaign deployed two innovative strategies: Fuel Price Activation and Time Targeting Campaigns. Ads promoting “50% off EV Night Rates” were dynamically triggered by real-time fuel price changes, ensuring relevance during peak moments of interest. The Time Targeting Campaign utilised dayparting technology and featured dynamic countdown creatives to emphasise discounted EV rates starting at 9 pm, creating urgency and driving engagement.

Together, these initiatives delivered 1.4 million impressions across 210 screens over 80 days, significantly increasing awareness and adoption of Genesis Energy’s EV plans while demonstrating the potential of programmatic DOOH to drive behavioural change.


Barfoot & Thompson: Transforming local advertising with data-driven precision

Garnering attention for winning across multiple categories at a single awards ceremony, the Barfoot & Thompson campaign showcased the transformative potential of programmatic DOOH. Recognised with two Golds and one Silver at the 2024 IAB NZ Digital Advertising Awards, the campaign demonstrated how leveraging advanced technology and data can revolutionise traditional advertising approaches.

The campaign utilised Perion’s geolocation data and Together’s custom algorithms to deliver hyper-localised messaging across Auckland, ensuring ads were displayed in optimal locations for maximum relevance and impact. By dynamically optimising placements, Barfoot & Thompson achieved exceptional precision and efficiency, saving time and resources while driving measurable results.


Redefining New Zealand’s DOOH landscape: A vision for innovation and growth

These recent award-winning DOOH campaigns signify a transformative evolution in programmatic DOOH advertising. By seamlessly combining data-driven decision-making, real-time adaptability, and creative innovation, these campaigns address critical challenges – from public safety to sustainable energy adoption – while setting new benchmarks for the industry.

At the core of this success is the unparalleled precision and efficiency of programmatic DOOH. Advanced tools such as geotargeting and dynamic creative optimisation enable personalised, timely messaging that maximises engagement and ROI. The adaptability of programmatic technology allows advertisers to respond instantly to changing external factors, ensuring relevance and cost-effectiveness at every stage.

Far from limiting creativity, programmatic DOOH amplifies it by enabling dynamic visuals and tailored messaging that captivate audiences and inspire action. By providing scalable, hyper-targeted solutions, this technology is democratising advertising, making it more inclusive and impactful for brands of all sizes.

Perion’s innovative approaches are shaping a brighter future for New Zealand’s DOOH market. With the integration of emerging technologies like AI and advanced analytics, the opportunities for meaningful audience engagement and measurable success continue to expand, solidifying programmatic DOOH as a powerful medium for storytelling and growth.

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