oOh Media appoints Hivestack as programmatically traded inventory hits market
oOh Media has appointed Hivestack as a Supply-Side Platform (SSP) partner as it prepares to roll out the new programmatically traded inventory announced at its 2023 Outfront.
The ad tech company will work alongside oOh Media’s existing SSP provider, Vistar Media, with the combined market coverage of both providers to support oOh Media’s programmatic growth.
oOh Media first launched programmatic trading in 2021, gradually increasing supply across its asset portfolio, including large format, street furniture, retail and office networks, enabling clients to buy scaled programmatic OOH campaigns.
The extension to the outdoor media company’s programmatic trading offering includes the addition of inventory across its office and retail networks.
At the 2023 Outfront, oOh Media CEO Cathy O’Connor said that extending programmatic trading into office and retail would “deliver advertisers diverse, quality localised environments and hyper-targeted audiences at scale.”
Commenting on Hivestack’s appointment, Emma Hegg, group director – platforms, oOh said: “Hivestack and Vistar Media’s capabilities in programmatic technology will further complement how clients engage with us now and into the future. As OOH continues to evolve, it’s imperative that we build a future that ensures clients have ease of transaction and shared capability across multiple data points, across all channels in a connected and simplistic way, ultimately driving stronger results for advertisers.”
Matt Bushby, managing director ANZ and SEA, Hivestack added: “Following a comprehensive tender process, Hivestack is delighted to have been selected by oOh as an SSP partner as it continues to expand its programmatic offering. Our partnership represents an important turning point for our business in ANZ. We remain committed to driving incremental revenue through both local transactions as well as overseas revenue from global buyers. We look forward to working with the oOh team and supporting their programmatic vision.”
As part of the programmatic growth strategy, oOh has expanded the number of retail portrait digital screens. Hegg added: “As the largest operator of retail Out of Home media in Australia, the diverse audiences that these environments drive and volume of impressions available across a wide range of large, medium and small centres, will ensure that clients can leverage oOh’s scale, whilst using the targeted and flexible approach that programmatic trading offers.”
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