Hivestack & PSI launch first programmatic digital out of home (DOOH) campaign on the Paris Metro
Paris, France, Montreal, Canada – December 7, 2021 – Hivestack, the world’s largest, independent, programmatic digital out of home (DOOH) ad tech company today announced a collaboration with Posterscope International with the successful delivery of their first ever programmatic digital out of home (DOOH) campaign in the heart of Paris, powered by the Hivestack DSP.
The Tommy Hilfiger ‘Pass the Mic’ campaign was launched for two weeks across 342 premium DOOH screens in high-traffic Metro stations in central Paris with the leading media owner in Transport, Mediatransports via a Private Marketplace (PMP) deal.
By utilising Hivestack’s unique Custom Audience solution, combined with PSI’s location intelligence platform, valuable new target regions were identified. Hivestack’s analysis of geotemporal impressions meant the campaign delivered against target audiences, heavily reducing wasted campaign delivery over the course of the campaign by only utilising budget on slots when the target audience concentration was high.
William Brownsdon, Managing Director EMEA at Hivestack said: “We are incredibly excited to announce this work with PSI and the successful delivery of the first ever programmatic DOOH campaign in Paris with the biggest media owner in France – Mediatransports.”
“Location data has been utilised in OOH for many years but using Custom Audience targeting to reach audiences at scale with precision is not something that has ever been possible until now. With the onset of DOOH in recent years, location intelligence has become more sophisticated, allowing marketers to more effectively plan site selection, day-parts, environments and formats. Programmatic allows us to take these guiding principles of OOH planning one step further and operate outside of the spot in loop. It is a pivotal moment in time for the OOH industry.”
Camille Uzan, Global Account Director at PSI said: “As an international business, the ability to plan across multiple markets all over the world from a single and consistent access point is a remarkable development. In the post-pandemic world, the flexibility offered by programmatic DOOH is a welcomed relief – the agility of the channel gives brands the power to increase or decrease ad spend, adjust campaign parameters, or even pause campaigns altogether.
In addition, the platform allowed us to create our own Custom Audience within the city, ensuring the campaign was lighting up at the right time to engage with our client’s audience, and the right location to have stronger resonance with the surroundings.”
DOOH advertising spend has more than doubled over the last 5 years in the French market and with the return of audiences outdoors in the post-pandemic world, brands are positioning themselves at the forefront of programmatic DOOH globally.