Kinetic Worldwide takes programmatic DOOH technology to the next level with Hivestack
Leading global out-of-home advertising agency Kinetic Worldwide opens the next chapter in programmatic DOOH through partnership with global programmatic ad tech leader Hivestack
September 15, 2020 – Kinetic, the world’s largest out-of-home (OOH) planning and buying agency, and Hivestack, the leading global programmatic digital OOH (DOOH) ad tech platform, today announced a new partnership that takes automation and performance measurement in DOOH brand campaigns to the next level.
Kinetic UK launched its automated trading and behavioral audience planning platform Journeys in 2019 integrating Demand Side Platform (DSP) technology with behavioral and attitudinal data sources including AdSquare mobile SDK data, retail footfall data and Route Data.
The partnership with Hivestack integrates advanced DSP technology that can programmatically activate DOOH screens at scale worldwide into the Journeys platform. The UK, and Geosophy (The Global dedicated Traveller division of Kinetic) will launch the technology initially on October 1st, 2020, with other markets to follow soon after
The partnership represents the arrival of a new generation of DSP for DOOH. Offering a full measurement stack to Kinetics’ advertisers that can attribute specific business outcomes to programmatic DOOH ad exposures.
Ali MacCallum, UK CEO of Kinetic, commented: “Over the last year, we have built up unparalleled knowledge and learnings in optimizing automated DOOH trading and data-driven planning since the launch of Journeys. Deep audience targeting capability, transparency and measurement of outcomes are essential aspects for brands, OOH is a medium in the process of radical transformation. Our early move into DOOH programmatic last year was the logical way to optimize the huge investment in DOOH technology over the last decade.
“As OOH audiences return in greater numbers, but with daily work and life patterns altered for many, now is the time to accelerate the evolution of the technology we can offer brands. Integrating Hivestack into our Journey’s platform is a significant landmark in this exciting journey. So, we are thrilled to partner with Hivestack to launch what amounts to programmatic DOOH 2.0.”
Andreas Soupliotis, Founder & CEO of Hivestack, added: “Hivestack is truly thrilled to be chosen as Kinetic’s DSP partner. The Kinetic DSP (white label of the Hivestack DSP) will power Kinetic’s programmatic DOOH buying initially in the UK. This partnership will usher in a new era of programmatic activations in this core European market. Furthermore, such programmatic activations will embrace custom audience targeting directly within the DSP, enabling Kinetic to bid on impressions using RTB technology, and only pay for impressions that truly matter to clients. This is just the beginning of our programmatic launch, and the best is yet to come.”
Kinetic is launching the technology with integrated supply partners that include JCDecaux (via VIOOH), Global (via DAX), Clear Channel Outdoor, Ocean Outdoor, Executive Channel Network and Zoom Media.
The DSP supports both private marketplace buys and open exchange buys.
Kinetic, the world’s largest and most innovative Out-of-Home (OOH) planning agency brings forward the future of OOH communication for brands. Kinetic uses intelligence, technology and creativity for brands to communicate with valuable audiences on the move. Kinetic consistently pioneers new ways to make OOH interactive, social, and measurable. A global agency network within WPP, Kinetic has 27 offices in 16 countries and an operating network of affiliates worldwide serving hundreds of agencies and brands. Visit https://kineticww.com
Hivestack is a global, full stack, marketing technology company that powers the buy and sell-side of programmatic digital out-of-home (DOOH) advertising. On the buy side, marketers use Hivestack’s Demand-Side Platform to create measurable campaigns that activate DOOH screens in real time based on consumer behaviour and audience movement patterns. On the sell-side, DOOH media owners use Hivestack’s Supply-Side Platform & Ad Exchange to attract programmatic revenue. DOOH media owners can also use Hivestack’s Ad Server to power audience-based, directly sold campaigns. Attribution is a first class-citizen throughout Hivestack’s platform, offering buyers and sellers the ability to measure business outcomes at all stages of the consumer sales funnel.
Hivestack is headquartered in Montreal, Canada, and has global operations in Toronto, Tokyo, London, New York and Sydney. Visit https://www.hivestack.com