According to PHD, this partnership enables it to capitalise on the unparalleled benefits of programmatic buying and leverage a full activation suite to enable the delivery of client campaigns on premium programmatic DOOH inventory. 

This will be done through the Hivestack demand-side platform (DSP) via Private Marketplace deals and Open Exchange buys, says PHD.

The partnership launched with a programmatic activation for PepsiCo, a popular food and beverage brand.

By utilising the Hivestack DSP, PHD says that it was able to successfully target its desired audience at times of peak audience concentration. This was across multiple formats and environments via the Open Exchange, which is 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 the following:
  • Tractor Outdoor
  • Provantage Media Group
  • JB Media 
  • Yooh Media
  • Insight Outdoor
  • Primedia Outdoor, and
  • Epic Outdoor.
Will Brownsdon, managing director at EMEA Hivestack, says, "PHD is an agency close to my heart having worked there for many years in the United Kingdom. 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," adds Brownsdon.

Kimon Sitas, executive director at PHD, concludes, "Technology partnerships like this one are key in cementing ourselves at the forefront of the future of media planning and buying. [This allows] 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."

South Africa is among the fastest-growing regions for programmatic DOOH and has seen rapid adoption in the last few years, according to Hivestack. The stage is set for the future with ad spending expected to at least double over the coming year.

For more information, visit www.hivestack.com. You can also follow Hivestack on Facebook, Twitter or on Instagram.