GroupM SG inks deal with Hivestack for programmatic digital OOH

GroupM Singapore has partnered up with programmatic digital OOH adtech firm Hivestack to enable clients of GroupM agencies (Mindshare, MediaCom, Wavemaker, Essence and m/SIX) and their outcome media specialist, Xaxis to programmatically activate digital OOH inventory in Singapore.

Utilising Hivestack’s demand side platform (DSP), and with access to leading publishers in Singapore including Clear Channel, Asiaray, VIOOH and Focus Media, GroupM will allow brands to create measurable, highly-targeted campaigns that activate custom audiences and drive business outcomes.

GroupM said it kicked off the partnership with live campaigns for several of their consumer brand clients within the Hivestack DSP. These campaigns utilised custom audience segments alongside location geo targeting and contextual creatives.

Felicia Poon, head of investment for GroupM Singapore said, “The partnership presents a lucrative opportunity for high impact out of home advertising in Singapore. Using Hivestack’s market leading DSP, marketers in Singapore will be able to identify and reach the most relevant audiences for their campaigns.”

Matt Bushby, Hivestack’s managing director, ANZ & SEA added, “This is such an exciting time for Hivestack in Southeast Asia as this deal extends our global partnership with GroupM, Xaxis and Kinetic. Singapore is a key territory for media and ad tech across the whole of APAC and we are excited to be launching with such strong demand and supply partners.

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