PATTISON Outdoor Advertising, Canada’s leading Out-of-Home, Transit and Digital display advertising company, and Hivestack have entered into a partnership that just might usher in a whole new era of Canadian programmatic transactions.
As part of this partnership, PATTISON has programmatically connected its massive, coast-to-coast DOOH advertising footprint to the Hivestack Supply-Side Platform (SSP) which means that Hivestack buyers will now have the ability to activate 4.8 billion new monthly impressions across 1,600 DOOH screens in Canada.
I think it’s safe to say that Hivestack is now the most successful programmatic DOOH company in Canada, with the most supply and the most demand. Go back to December 11, 2017, Hivestack’s first supply side win in Canada was Astral/Bell. Many others have followed, OUTFRONT Canada (February 2020), Quebecor (July 2020) and now Pattison.
With all of this, Hivestack has now pretty much rolled up all of the Canadian supply side (we estimate they have about 25 media owners on board) and on the Canadian buy side, the Hivestack DSP is used by all the largest agencies; Kinetic Canada, Matterkind Canada and Cosette.
It is of course, thanks to these agencies who, by using the Hivestack DSP, allow dollars to flow daily to media owners who are using the Hivestack SSP
On this latest partnership, Cam Milne, VP & GM at PATTISON Outdoor told us “PATTISON embraces innovative technology partners that have the ability to add complementary revenue to our direct sales force. Hivestack has clearly demonstrated they are able to successfully drive programmatic revenue to Canadian DOOH companies. We are thrilled to be part of Hivestack’s programmatic ecosystem and are looking forward to an exciting partnership that will be a significant source of our company’s programmatic revenue strategy”.
Andreas Soupliotis, CEO of Hivestack told us “It’s an incredible honor for Hivestack to work with PATTISON and Cam Milne, a true Canadian powerhouse in DOOH. Our relationship means that PATTISON can use the Hivestack SSP (on a self-serve basis) to offer one-time or evergreen Private Marketplace (PMP) Deals to Hivestack’s huge roster of programmatic buyers. In addition, PATTISON can effortlessly monetize their unsold inventory programmatically on the open marketplace via the Hivestack Exchange – with PATTISON having full control over CPMs and creative approval of their screens. Now, Hivestack’s programmatic buyers will be activating both PMPs and Open Exchange buys from PATTISON. Hivestack believes we are the largest Demand-Side Platform (DSP) in Canada in terms of programmatic revenue, and so we look forward to seeing our impressive budgets extend to PATTISON”.
Two of Hivestack’s buyers, some of the largest programmatic DOOH buyers in Canada, Kinetic Worldwide and Matterkind commented on the Hivestack / PATTISON partnership…
- Riina Clydesdale, President of Kinetic Worldwide Canada shared “We are so thrilled to see PATTISON’s fantastic inventory available for programmatic purchase from within the Kinetic DSP (a white-label version of the Hivestack DSP). PATTISON’s DOOH footprint offers unparalleled scale, coast-to-coast across Canada. Kinetic anticipates significant programmatic activations on PATTISON screens in the immediate future. Many of our clients have shown a sharp interest in programmatically activating PATTISON’s DOOH scale and so the timing is perfect.”
- Julie McMillan, Director of Emerging Platforms at Matterkind also expressed her excitement “Matterkind prides itself on driving connected experiences through a channel-less approach by using the most advanced, people-centric technology to reach audiences and deliver high-impact creative across multiple touchpoints. Partnering with Hivestack has given us the ability to do so in the DOOH space, and with the inclusion of PATTISON’s incredible inventory in Hivestack, we can continue to drive this amazing channel even further for our clients with greater reach and better results.”
PATTISON Outdoor Advertising is a division of The Jim Pattison Group and is Canada’s largest Out-of-Home advertising company. PATTISON Outdoor helps brands and businesses harness the power of Out-of-Home advertising by providing the most comprehensive range of products, markets, insights and customer support services. With its roots reaching back to 1908, PATTISON has been providing innovative solutions for Out-of-Home advertising opportunities with products ranging from traditional billboards to transit, digital, airport, residential, office, and street level formats. PATTISON is headquartered in Toronto, Ontario and includes over 25 sales offices across the country, providing advertisers unmatched reach and coverage with products available in over 200 markets coast to coast.
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.
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