OMG MENA and The Neuron Partner to Transform pDOOH Advertising
Omnicom Media Group MENA (OMG MENA) has partnered with The Neuron to enhance its programmatic digital out-of-home (pDOOH) offerings in the Middle East, marking a significant shift in the out-of-home (OOH) advertising landscape. Incorporating digital screens initially, and now programmatic technology, out-of-home (OOH) is fully adopting its digital revolution. Through the partnership, OMG MENA will be able to plan, schedule, and oversee campaigns in over 80 countries by utilizing the distinctive features of The Neuron’s specialized demand-side platform (DSP). This strategic partnership should usher in a new era of audience engagement and digital innovation in the medium.
Programmatic DOOH market
Through this collaboration, OMG MENA and The Neuron hope to develop greater audience engagement and raise the bar for digital innovation in OOH advertising. Because more successful and engaging campaigns are made possible by developments in data analytics and audience measurement, the global programmatic digital OOH (pDOOH) market is expected to grow rapidly. In addition to remaining stable in terms of brands’ media spend in the Middle East and North Africa (MENA), at about 20% of the total, outdoor advertising is already seeing about 50% of its revenue go to digital sites, compared to the global average of 40%. There will be significant advancements in it.
Leveraging The Neuron’s DSP for pDOOH advertising
The Neuron is a specialized DSP for pDOOH advertising. It is a sector of outdoor advertising that is undergoing an unparalleled rise. This is accredited to notable expansion and technological breakthroughs. It is designed specifically to give advertisers comprehensive insights into campaign performance. Furthermore, it will allow them to evaluate the impact and return on investment (ROI) with unmatched precision. The Neuron was created with more capabilities and a specific focus on outdoor use, in contrast to the majority of current DSPs, which are designed for small screens and the open web rather than OOH.
With 1.35 million digital sites in its inventory, offering over 60 billion impressions every week across more than 80 countries, it assists users in planning, scheduling, and tracking their ads. The billboards are located in a range of places, including office buildings, retail stores, transportation, entertainment, health and beauty, and healthcare.
Read More: Yahoo Partners with VIOOH for prDOOH and Twilio for First-Party Ad Reach
Digital innovation in pDOOH advertising
With the partnership with The Neuron, Omnicom Media Group will be in a great position to use programmatic technology. It will be able to further enhance the sophistication of digital OOH campaigns. To reach target audiences, planners can find inventory available across local and international ad markets. It will be possible with the aid of the platform’s sophisticated planning tools and targeting features. Its auto-bidding algorithms are made to maximize DOOH purchasing to reduce costs. Optimizing this procedure programmatically has been shown to improve operational effectiveness. Programmatic outdoor matches OOH advertising with contemporary client and agency expectations. It provides superior proof before and after the buy in terms of data, measurement, and attribution.
Transforming Analysis, Targeting, and Planning
OMG Mena will be able to greatly improve their planning, inventory selection, creative delivery, and targeting. It will utilize The Neuron’s technology. In-depth campaign metrics and state-of-the-art capabilities that position agencies at the forefront of newly emerging outdoor advertising channels are other benefits of the partnership. With this partnership, OOH advertising will take a significant step closer to becoming fully digital. It will potentially usher in a new era of more effective and efficient advertising.
Here’s what they said
Chris Solomi, Chief Digital Officer of Omnicom Media Group MENA said,
With this partnership, we will be able to deliver even better results to our clients from their Out of Home campaigns thanks to better more advanced planning, inventory selection, creative delivery and targeting not to mention more advanced campaign measurement. pDOOH is a huge growth area for outdoor advertising and this partnership allows us to position our agencies at the forefront of emerging channels. This is a major contribution to the digital transformation of what was a static medium, as we now have a seamless, user-friendly way to launch dynamic campaigns, making programmatic DOOH a reality for advertisers. With The Neuron, we will have access to local and global audiences, benefit from precision targeting, including with custom audiences and using geo-location, as well as retargeting. The customizable triggers are also a very interesting feature. What’s more, as pDOOH lowers the entry point for advertisers who might be put off by high prices, it will bring new brands into the market, without having to draw from their offline media budgets.
Hussein Khader, Founder and CEO of The Neuron added,
We are immensely proud and thrilled about our partnership with OMG MENA. This agreement unites two entities that are deeply committed to harnessing the transformative impact of technology in outdoor advertising. Our collaboration with OMG MENA, especially in handling cross-border campaigns, is not just about reaching new heights in planning and execution, but it’s a journey towards pioneering efficiency and effectiveness in the digital advertising realm. Born and nurtured in Jordan, The Neuron has made significant strides in global markets. Receiving acknowledgment and forming an alliance with a prestigious industry leader like OMG MENA in our home region is not just an honor; it’s a testament to our shared vision and commitment to excellence in the ever-evolving world of advertising.
Read More: Perion Acquires DOOH Platform Hivestack for USD $100 million
Perion Acquires DOOH Platform Hivestack for USD $100 million
Perion Network, which uses technology to connect advertisers and consumers across all major digital channels, announced that it has successfully acquired Hivestack Inc. Hivestack Inc. is globally recognized for its innovative full-stack programmatic digital out-of-home (DOOH) offerings. The deal includes a three-year employee retention and performance-based payment plan worth up to $25 million. Furthermore, it also includes US $100 million in cash paid at closing.
Perion’s Acquisition of DOOH platform Hivestack
Ordinary public spaces are transformed into dynamic experiences with DOOH advertising. It engages audiences with personalized, attention-grabbing content in real-time. Using state-of-the-art technology, it targets, delivers, and measures memorable, immersive advertisements that establish a connection between brands and consumers on the go. With the acquisition of Hivestack, a pioneer in programmatic DOOH technology since 2017, Perion is positioned to take advantage of its expected growth and enter an exciting new market.
A broader reach, a broader technology base
- The cutting-edge platform from Hivestack is in use in 32 nations throughout North America, EMEA, LATAM, and APAC. With this global reach, Perion will be able to take advantage of economic trends that affect advertising budgets around the world. Furthermore, it will also be able to provide a range of solutions in these new markets.
- This deal makes a substantial contribution to Perion’s diversification strategy. It will allow the establishment of a significant presence in the rapidly expanding DOOH channel. It is expected to grow at a 15.3% CAGR from US $21.5 billion in 2023 to US $30.7 billion in 2026, as per a PQ Media research report.
- Hivestack provides media owners with a range of specially designed software, such as the Head Bidder, SSP, and DOOH ad server. These are intended to manage, deliver, and optimize targeted advertising on digital screens to efficiently source demand and increase yield.
- In addition to tools for audience planning and campaign measurement, Hivestack’s DOOH DSP offers media buyers strong capabilities for locating ideal inventory and optimizing the efficacy and return on investment of DOOH advertising campaigns.
- This acquisition aligns well with Perion’s retail network strategy. Moreover, it is anticipated to generate opportunities for synergy with the company’s current advertising offering and business.
Read More: Hivestack Partners with Up Media to Expand Thai DOOH Market Share
Hivestack’s DOOH capabilities
GroupM, Dentsu, Uber, Colgate, Lego, InterContinental Hotel Group, Doordash, The Trade Desk, Xandr, Clear Channel, Lamar, and Stroer are among Hivestack’s agency, brand, ad-tech partner, and media owner clients. Perion serves clients like DraftKings, Kroger, Albertsons, BMW, HBO, and Nike. Through the acquisition, Perion will be able to expand its DOOH capabilities. Perion operates in all of the major digital advertising channels, including search, social, display, video, and connected TV. Perion has a $1.3 billion market capitalization and trades in both New York and Tel Aviv. Unlike many tech companies, Perion has produced positive returns over the previous five years.
Here’s what they said
Tal Jacobson, CEO of Perion said
We are excited about the acquisition of Hivestack, which both complements and advances our long-term growth strategy. Hivestack’s DOOH technology platform stands out by offering brands and advertisers what they crave the most: high-visibility creative, precise targeting, immediate impact, wide reach and measurement. In addition to advancing our diversification strategy, this transaction aligns with our objective to expand our technological capabilities and product offerings, and we will continue to pursue additional inorganic growth opportunities. We welcome Hivestack and its impressive team of professionals to Perion. We look forward to capitalizing on the synergies between Hivestack’s technology and Perion’s existing solutions, to provide clients an even more comprehensive, end-to-end offering.
Andreas Soupliotis, Founder and CEO of Hivestack, stated,
Joining Perion marks a significant milestone in our journey. The strength of our technology, coupled with Perion’s market expertise and compelling advertiser solutions, will result in new synergetic solutions that resonate with customers on a worldwide scale. We are thrilled about the endless possibilities that this unlocks.
Read More: Yahoo Partners with VIOOH for prDOOH and Twilio for First-Party Ad Reach
Vistar Media and Broadsign Partners To Optimize Programmatic DOOH Transactions
Vistar Media and Broadsign, two prominent out-of-home (OOH) advertising technology developers, have collaborated to integrate their respective mediation layers. This integration creates an open and fair play auction, irrespective of the mediation layer used, resulting in reduced operational burden for media owners and easier advertiser access to OOH inventory.
By integrating their Supply-Side Platforms (SSPs), media owners who use or intend to use both companies’ platforms can streamline their programmatic inventory allocation. The mediation layer enables them to access media buyer demand from both platforms without managing each one separately. Media owners can have both SSPs compete in a fair auction based on price, resulting in a level playing field, and maximizing yield on any programmatically-sold inventory.
Eric Lamb, SVP, Supply at Vistar Media said,
“Unified auctions unlock the true value of programmatic for media owners, allowing them to benefit from centralized demand and increased competition. We’ve already seen significant value delivered to media owners activating mediation, and are confident that this partnership and broader adoption of mediation will drive further growth for the DOOH industry.”
Frank Vallenga, Vice President of SaaS Sales, Broadsign said,
“As demand for programmatic DOOH continues to grow, this type of collaboration represents a huge leap forward for the industry, making OOH transactions much simpler, while also giving media owners more flexibility with their programmatic strategies and solving for operational headaches. Our work with Vistar on this integration closely aligns with our broader vision to make digital-out-of-home more accessible to modern media buyers, so that OOH can ultimately represent a larger portion of omnichannel media buys.”
Interesting Read: Google branching out In DOOH- All You Need to Know
Pikasso And Broadsign Launch Maiden Programmatic DOOH Campaign In Ivory Coast!
Broadsign, and Pikasso, a programmatic Out-of-Home firm based in the Levant, North Africa, and West Africa, have launched a programmatic DOOH campaign in Ivory Coast; making them pioneers of the same. This maiden campaign was displayed by a French DSP, the Displayce.
Francesca Vincenti, Head of Programmatic at Pikasso commented –
We are thrilled to have displayed the very first programmatic pDOOH campaign in West Africa, in the Main Malls of Abidjan, the economical Capital of Ivory Coast, and are pleased with our collaboration with major programmatic players such as Broadsign and Displayce.
Relevant Read: Qatar-Based Elan Media Launches Programmatic Buying For DOOH Assets
Vinceti also talked about how the collaborators’ confidence in Pikasso to execute this campaign, as well as their interest in the Ivory Coast market, shows that the area is receptive to all innovations; including the capacity to trade programmatically, as a clear step toward the future of advertising buying.
Furthermore, Vinceti expressed how enthralled Pikasso is for introducing programmatic buying to the market, and hopes that the advertisers avail this advantage to its optimum level.
Stuart McMahon, Director Business Development EMEA at Broadsign went on to record to say –
Programmatic DOOH adoption is growing worldwide, paving the way for more impactful campaigns that can reach consumers at multiple touchpoints throughout the day and speak to their experiences in the moment. This campaign is a testament to the power of programmatic DOOH in an omnichannel strategy and marks an exciting milestone for the Ivory Coast market
Kawarizmi, a French digital agency specializing in programmatic buying, bought the campaign as part of an omnichannel strategy. This strategy includes a strong retargeting presence on mobile and social media to maximize the connection between DOOH and mobile.
Also Read: Loreal And Trade Desk Launch First Programmatic Campaign In Gulf!
Qatar-Based Elan Media Launches Programmatic Buying For DOOH Assets
Elan Media, a Qatar-based out-of-home advertising firm, has implemented programmatic buying for all of its digital out-of-home (DOOH) assets in Qatar and Oman. This move makes Elan Media a pioneer in Qatar to enable its clientele DOOH advertising is an agile and economical impression-based buying system. It also positions itself in the second rank in GCC to do so.
Elan Media’s large DOOH network, which includes assets at the Mall of Qatar, Doha Festival City, Ezdan Mall, Mall of Muscat, and the forthcoming Place Vendome Mall, now have access to flexible and cost-effective purchasing technology. This technology is based on the one offered by leading DOOH solutions provider, Broadsign Reach.
Relevant Read: Trade Desk Partners With Choueiri Group For Better Programmatic Access In MENA
The advertising firm also intends to make the service available to all of its future digital roadside assets.
Jamie Ball, Chief Operating Officer, Elan Media went on record to comment –
“With the launch of programmatic buying we are once again living up to our reputation as the DOOH pioneers in Qatar and Oman. This buying system offers major benefits to our advertising clients including heightened flexibility of buying, and optimum campaign efficiency as advertisers buy based on the number of impressions created just like with online advertising.”
With regard to the impressions, Ball said that advertisers will be able to purchase as few as 1,000 impressions barring any minimum purchase volume limitations.
Relevant Read: Loreal And Trade Desk Launch First Programmatic Campaign In Gulf!
How else does this move cater to advertisers?
Well, for starters, advertisers can now use Elan Media’s premium inventory more efficiently and seamlessly – as reported by the Director of Business Development EMEA, at Broadsign, Stuart McMahon.
Advertisers can also leverage the inventory and integrate it into omnichannel campaign bids to increase audience reach with more dynamic content.
McMahon added –
Advertiser interest in Programmatic DOOH is surging worldwide, introducing an unprecedented new opportunity for the DOOH market, and we’re excited to work with Elan Media to onboard some of the first premium DOOH inventory from Qatar and Oman to our programmatic supply-side-platform Reach.
In each advertising cycle, Elan Media will continue to offer traditional manual booking methods with its specific inventory. The clients are free to choose from both alternatives.
Also Read: All You Need To Know About The Rise Of DOOH Advertising
Revolutionizing Advertising: Australia Invests In Programmatic DOOH
The entire world is undergoing complete digitalization and advertising companies in Australia are no far behind. In Australia, advertising agencies are progressively resorting to programmatic DOOH, with over a quarter of agencies trading DOOH inventory programmatically for the first time in 2020.
This move has a significant hand in revolutionizing the ad tech sector, as it enables programmatic platforms to run ads on outdoor advertising billboards. In an attempt to replace traditional outdoor advertising, such ads will feature videos and images that will be more engaging and easy to track.
As per the IAB Australia’s Attitudes to Programmatic DOOH Report, well over 10% of agencies raised their programmatic spending in an otherwise dismal OOH market.
According to this report, for agencies interested in programmatic DOOH, flexible purchasing options, operational efficiency, and better data targeting possibilities are key.
They also rated the opportunity for self-reported cross-channel planning as pertinent.
The report also says that agencies are still figuring out how programmatic DOOH fits into their internal planning and buying, with only 37% using the same team to place and buy OOH and programmatic DOOH
Nearly half of programmatic DOOH decision marketers planning and buying totally independent of other media, says the report.
Furthermore, the report also adds that agencies and advertisers are requesting education to better grasp the programmatic DOOH offering and mechanisms so that measurement and tracking may be improved.
Gai Le Roy, the Chief Executive of IAB Australia, said that this critical new industry study provides very clear feedback from media buyers and advertisers on areas where they would like more education and support from the industry to aid with their programmatic DOOH investment, measurement, and assessment.
He further added –
I have every confidence that the programmatic DOOH market will boom through 2021 and 2022, embracing the benefits of programmatic while also retaining the long-standing agency approach to developing fit for purpose OOH creative for different environments and placements.
According to the report, in 2022 and beyond, the industry will see more innovative exploration as marketers begin to broaden their creative suite beyond conventional executions, with a number of agencies planning to use alternative formats for the first time (HTML 40 per cent, video 37 per cent, and dynamic creative 36 per cent).
