Hivestack, the world’s largest independent programmatic digital out of home (DOOH) ad tech company, has launched a new impression measurement solution in partnership with Nielsen. The solution utilizes Nielsen’s audience measurement data to provide more accurate and reliable audience estimates for DOOH campaigns across emerging markets in the Asia Pacific region. The new measurement capabilities are powered by Hivestack Amplify, the company’s SaaS ad serving and programmatic trading platform. The platform will now integrate Nielsen’s demographic data for locations like Australia, Singapore, Malaysia and Hong Kong to give buyers more confidence in the quality of DOOH inventory in those markets. This includes data on the age and gender composition of audiences exposed to DOOH screens in different locations.
The demographic information will be used to calculate impression-level audience estimates for programmatic DOOH campaigns run through Hivestack Amplify. “Emerging markets in APAC are ripe for programmatic DOOH growth, but buyers have lacked the measurement tools and data needed to optimize campaigns with confidence,” said Andy Elliot, Hivestack CEO for APAC. “Our new Nielsen-backed solution changes that by providing accurate audience insights that bring DOOH on par with other digital channels for advertisers.”
The improved measurement capabilities are designed to help DOOH inventory owners command higher CPMs by demonstrating the true value of their audiences. It could also unlock more programmatic DOOH budget from advertisers that previously found the channel opaque. Nielsen’s impression data and audience estimates will cover a “significant portion” of Hivestack Amplify’s DOOH inventory in key APAC markets, according to the companies. They aim to eventually expand the measurement solution to cover all of Hivestack’s APAC footprint.
