Agencies to partner with Hivestack for cross-border business include Anima Advertising, NewCom Horizons and Matterkind via omnichannel DSP, The Trade Desk.
To date, all buyers have successfully launched their first programmatic DOOH campaigns from Spain into global markets.
Inés Armendáriz Vergarajaúregui, VP of demand for Spain and Portugal, says, "Hivestack is the perfect partner for brands and agencies to plan their DOOH campaigns using the Hivestack DSP, taking advantage of unique measurement and audience tools, as well as accessing global inventory available on Hivestack SSP."
This is for brands such as:
- Xiaomi
- Seagrams
- Capgemini
- Puma
- Honda
- McDonald's, and
- Disney.
Using the Hivestack platform, Matterkind also launched Johnson & Johnson's recent 'Spring / Summer' campaign for brand Le Petit Marseillais from Madrid, Spain into France across E.Leclerc retail stores, via In-Store Media's DOOH inventory.
"We are fortunate to work with great partners such as The Trade Desk, one of the leading omnichannel DSPs. The Trade Desk is including DOOH in most of their media plans, providing media owners additional revenue from digital budgets," adds Vergarajaúregui.
Gonzalo Ojeda, CEO of Anima Ads, says, "We are excited to explore the potential of programmatic DOOH and, with Hivestack's global scale, we have the opportunity to easily connect with audiences across different markets around the world. In addition to expanding our reach, we will be able to target specific audience segments and optimize our campaigns in real-time."
Mario Diez, digital director at NewCom Horizons, says, "The irruption of programmatic in DOOH buying has led to a democratisation of OOH. Now, every advertiser can reach their OOH audiences worldwide through a single point of contact. We can now offer our clients a substantial improvement in ROI by optimising their campaigns in real-time and segmenting them by social demographic profile / various different triggers."
Eva Pradana, client business partner for Johnson & Johnson South Europe at UM Spain, adds, "We were willing to jump into DOOH as we truly believed that the combination of OOH networks — the ability to reach massive audiences at a glance — and the precision of programmatic would help us to drive not only product awareness and extraordinary results but also sales uplift."
"By using the right locations and the right bidding strategy, together with segmentation capabilities (for example time of day, venue type and hyper location), we have proved DOOH works and we are excited to explore the potential of the channel now and into the future," concludes Pradana.
The announcement of Hivestack's international export business allows advertisers from within Spain and other countries to activate programmatic DOOH campaigns in global markets such as:
- the United Kingdom
- France
- Germany
- Italy
- Japan
- China, and
- the United States of America.
According to Hivestack, this is a significant development in the Spanish market, arriving at an opportune time as programmatic DOOH begins to pick up the pace. Brands, agencies and omnichannel DSPs in Spain are starting to adopt a more data-driven approach to their DOOH marketing strategies and are now looking to take advantage of more agile buying models with improved targeting capabilities.