Partnership launches PepsiCo’s first programmatic DOOH campaign via the Open Exchange
CAPE TOWN, SOUTH AFRICA, MONTREAL, CANADA – August 9, 2022 – Hivestack, the world’s leading, independent programmatic digital out of home (DOOH) ad tech company today announced a partnership with PHD Media, a world-renowned media and marketing communications agency. This partnership enables PHD to capitalise on the unparalleled benefits of programmatic buying and leverage a full activation suite to enable delivery of client campaigns on premium programmatic DOOH inventory available through the Hivestack demand side platform (DSP) via Private Marketplace (PMP) deals and Open Exchange buys.
The partnership launched with a programmatic activation for one the world’s most popular food and beverage brands, PepsiCo. Utilising the Hivestack DSP, PHD were able to successfully target their desired audience at times of peak audience concentration across multiple formats and environments via the Open Exchange, a media first for PepsiCo and an activation approach that is at the cutting edge of digital OOH delivery. The buy was transacted across a number of South Africa’s leading OOH media owners including Tractor Outdoor, Provantage Media Group, JB Media and Yooh Media, Insight Outdoor, Primedia Outdoor and Epic Outdoor.
Will Brownsdon, Managing Director, EMEA Hivestack said: “PHD is an agency close to my heart having worked there for many years in the UK. It has always been a global leader in innovation and we are very excited to have partnered with PHD to support their adoption and implementation of programmatic DOOH in South Africa. As a scaling market, I am glad to see both advertisers and media owners leaning towards programmatic and embracing the new technology at scale.”
Kimon Sitas, Executive Director, PHD commented: “Technology Partnerships like this one are key in cementing ourselves at the forefront of the future of media planning & buying, and allowing our clients brands to truly integrate programmatic DOOH into their omnichannel strategies, not just in South Africa but globally via the Hivestack supply side platform (SSP).”
The announcement follows the launch of Hivestack’s programmatic DOOH marketplace in South Africa in July 2022. South Africa is among the fastest-growing regions for programmatic DOOH and has seen rapid adoption in the last few years. The stage is set for the future with ad spend expected to at least double over the coming year.