Accelerate Digital transformation of outdoor advertising in hong kong
HONG KONG, May 5, 2022 /PRNewswire/ — MTR* advertising, Hong Kong’s number one out-of-home (OOH) medium, is honored to announce the full launch of its digital programmatic out-of-home (pDOOH) offering across of the MTR* network, with 418 digital panels in 51 MTR stations in hong kong. He is that of Hong Kong the largest Digital Out-of-Home inventory available for programmatic trading, giving advertisers great flexibility to reach their target audience among MTR passengers every day. This new automated programmatic planning and trading offering will accelerate outdoor advertising (OOH) growth, connecting advertisers and MTR* advertising in a premium marketplace, combining audience targeting and impression data to create intelligent, automatic and advanced DOOH trading. solution to answer hong kong needs of marketers.
As a pioneer and market leader in DOOH, MTR* advertising began its digital transformation in 2018, and MTR became the first metro in the world to launch a unique audience targeting and media sales platform. Now it is ushering in a new era in commerce as the first subway of Asia to offer programmatic DOOH, starting from MTR Sheung Wan station at the start January 2022expanding to the entire Island line in March and achieving full coverage of the MTR* advertising digital network in April 2022.
MTR* advertising uses this new media trading technology solution to meet the new expectations of its customers and increase the competitiveness of MTR* DOOH on the market. The new pDOOH offering gives advertisers considerable flexibility to optimize delivery for maximum efficiency and to accommodate a flexible range of campaign budgets, ad length and time shares. Advertisers can choose from different trading models through a private marketplace (PMP) and can trade by guaranteed price and impression (GPI), guaranteed price (GP) or non-guaranteed floor price (NG) through their demand-side platform (DSP), based on CPM (cost per thousand impressions).
MTR Advertising* strategically partners with VIOOH, a leading supply-side platform (SSP), which trades with over 35 DSP partners globally, including Hivestack, The Trade Desk, and Yahoo, etc.** This latest pDOOH offering will optimize the performance of MTR* advertising campaigns and can enable seamless online planning of offline outdoor advertising (O2O) through greater flexibility and agility.
Therese FungChief Media & Business Development Manager, Hong Kong Transport Services, MTR Corporation, said: “We are delighted to be the first metro in Asia to offer programmatic digital Out-of-Home as it further enhances our digital transformation journey. We believe programmatic DOOH is the latest market-driven solution to meet the needs of marketers to effectively target one or more specific audiences. Combined with smart technology, MTR* advertising provides a flexible and efficient platform for advertisers to showcase their digital creativity and facilitates dynamic and engaging advertising campaigns. This not only brings greater business value to advertisers, but also optimizes passenger journeys with more new experiences and meaningful engagements. “
Shirley ChanManaging Director of JCDecaux Transport, said: “With the rapid development and growing demand for DOOH, programmatic trading has become an irresistible trend. We are thrilled that MTR* advertising is taking another important step by connecting to the programmatic digital ecosystem. MTR* ad programmatic commerce can provide brands with greater efficiency, transparency, brand safety and measurable advertising, while connecting brands to the right target audience at the right time and at the right time, in the right place and with the right message. to successfully optimize the deliveries of our clients’ campaigns on the MTR network. Our passion and purpose is to strengthen MTR* Advertising’s position as a pioneer in digital OOH transformation and we are confident that advertisers and agencies will seize this compelling new opportunity.”
Jean-Christophe ContiCEO of VIOOH, added: “We are delighted to participate in this programmatic offer on the MTR* network in hong kong. It’s an exciting time for the digital out-of-home industry as programmatic adoption takes off globally, especially in hong kong where 94%## media agencies and top brand executives said they plan to integrate programmatic DOOH within the next 18 months. It reminds us that the future of pDOOH in this region looks strong and that this is a great opportunity for the DOOH industry.”
About MTR Corporation
Every day, MTR connects people and communities. As a recognized world-class operator of sustainable rail transportation services, we are a leader in safety, reliability, customer service and efficiency. MTR has extensive end-to-end railway expertise with over 40 years of experience in railway projects, from design, planning and construction, to commissioning, maintenance and operation. Beyond rail delivery and operation, MTR also creates and manages vibrant communities around its network through seamless integration of rail, commercial and real estate development. With over 40,000 dedicated employees#MTR makes over 13 million passenger trips worldwide every weekday in hong kongthe UK, Sweden, Australia and the continent of China. MTR strives to grow and connect communities for a better future.
# includes our subsidiaries and associated companies in hong kong and around the world
About JCDecaux Transport
JCDecaux Transport is the main subsidiary of JCDecaux in Hong Kong, the world leader in Outdoor Advertising. Established since 1976, JCDecaux Transport is the leader in outdoor advertising in hong kong and has managed MTR* and Airport Express advertising concessions for over 40 years. Currently, the company also operates the advertising concessions of hong kong international airport, Macau International Airport, Pacific Place Passages and Ngong Ping 360.
VIOOH is a global leader in the digital out-of-home market.
Launched in 2018 and headquartered in London, VIOOH’s platform connects buyers and sellers in a premium marketplace, making OOH easily accessible. Led by a team of experts in digital OOH and programmatic technology, VIOOH is a pioneer in transforming the OOH industry, championing its role in improving omnichannel digital campaigns through the use of capabilities and data programmatic. VIOOH currently trades programmatically in 15 markets, with more to follow.
*MTR refers to Kwun Tong Line, Tsuen Wan LineIsland Line, South Island Line, Tung Chung Line, Tseung Kwan O Line and Disneyland Resort Line
** Demand-side platform (DSP) names are listed alphabetically.
##State of the Nation – The Future of Digital Out of Home (April 2021)