dentsu Malaysia has selected Hivestack, the leading independent global ad tech company as its programmatic Digital Out Of Home (DOOH) partner in Malaysia.
This allows clients of dentsu agencies (Carat, dentsuX, iProspect) to programmatically activate digital OOH inventory leveraging the Hivestack DSP via Private Marketplace (PMP) deals. and marks the turning point for programmatic DOOH in Malaysia.
Hivestack, founded in 2017 with its headquarters in Montreal, is the world’s largest independent, full stack marketing technology company, powering the buy and sell side of programmatic DOOH advertising.
The partnership provides advertisers with world class data-driven planning, targeting and measurement solutions for DOOH and access to premium publishers from across the globe and within Malaysia. This also represents a dynamic shift in the Malaysia OOH media landscape, moving away from a more traditional loop-based buying model and offering advertisers the opportunity to take on a data-driven audience-centric or impression-based approach.
Brands will be able to qualify campaign exposure metrics like proximity, dwell time and establish robust ‘opportunity to see’ (OTS) zones by environment and have the ability to accurately measure the impact of campaigns, unlocking metrics such as impressions, traffic data, dynamic reach, geotemporal data and more.
Dentsu is also adding data science behind the product by working on an attribution model that measures the impact of the medium on brand metrics run through machine learning models built by its in-house data science team.
Dheeraj Raina (picture), CEO of dentsu Malaysia media brands, says, “This is a step-change breakthrough and something our teams have been working on for the last one year to crack. We know DOOH will play a very critical role in driving brand outcomes, and we resolved to make the medium addressable and measurable. With this, we are taking the guess work out of DOOH planning and making the medium work harder for brand performance and become a truly data-driven consumer touchpoint.”
Matt Bushby, Managing Director ANZ/SEA at Hivestack, adds, “We are thrilled to bring programmatic DOOH to the Malaysian market through this partnership and since we’ve seen incredible success in other markets across SEA, we look forward to utilizing our full stack platform to drive growth in Malaysia.”
Paul Low, General Manager of Posterscope, comments, “We are the first agency to launch this market’s ‘audience planning and buying’ together with Hivestack. The additional element of audience-buying provides more efficiency and accountability for OOH investments by clients.”
dentsu Malaysia successfully kicked off the partnership last month by delivering successful campaigns for an online food delivery client via within the Hivestack DSP.
dentsu Malaysia is made up of six leadership brands – Carat, dentsu X, iProspect, Isobar, dentsumcgarrybowen and Merkle, all of which are supported by its specialist divisions and scaled services.
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