Hivestack, an independent programmatic digital out of home (DOOH) adtech, has announced the launch of its programmatic DOOH marketplace in South Africa.
The marketplace has been launched in partnership with Xaxis South Africa and is expected to drive the future of OOH, forming a truly programmatic DOOH solution in the South African market.
Through this partnership, Xaxis will leverage Hivestack’s Demand Side Platform (DSP) bringing automation and performance measurement to brand campaigns in DOOH in South Africa. Clients will be able to access Hivestack’s full suite of tools including the ability to build custom audiences, set up live geo-location targeting, plan, buy and deliver in real-time via both Private Marketplace (PMP) and Open Exchange. All of this will be available through one consolidated dashboard, enabling optimisation, reporting and pacing of campaigns across multiple media owners in one point of truth.
As part of the expansion into South Africa, Hivestack has also signed some of the market’s largest premium DOOH media owners to the Hivestack Supply Side Platform (SSP), including Epic Outdoor, Evolv Outdoor, Insight Outdoor, JB Media and Yooh Media, Primedia Outdoor, Provantage Media Group, Relativ Media and Tractor Outdoor. These media owners will be able to monetise their premium DOOH inventory by connecting to a worldwide pool of advertisers in real-time.
“We have seen significant growth in South Africa with regards to programmatic DOOH in the last year and a half and we are excited to be able to partner with Hivestack to leverage their market leading programmatic technology and offer our clients a highly streamlined and targeted approach in terms of audiences and to work on omni-channel experiences” Tania Grobler, Xaxis South Africa said.
“We’re thrilled to be partnering with Xaxis South Africa to accelerate the adoption of programmatic DOOH in South Africa, ” said William Brownsdon, Managing Director EMEA, Hivestack. “We’ve already seen incredible success with GroupM in other markets globally and look forward to utilising our full stack platform to drive growth in this new market.”
DOOH within South Africa has seen a 25% growth year-on-year and is estimated to continue to grow significantly. Advertisers now have a unique opportunity to target customers with precision in OOH, using custom audience data and advanced measurement capabilities to make marketing budgets drive greater return on investment (ROI).
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