First New Zealand Programmatic DOOH Campaign

Tristan Cotterill

Verizon Media are claiming New Zealand’s first programmatic DOOH campaign.

They have partnered with advertising agency Stanley St, and their initiative will see major retail chain Briscoes Group run a brand campaign across nationwide digital screens located near their stores to provide hyper-targeted advertising.

Verizon Media Arnaud Calonne says the team is pleased to be introducing this programmatic offering to New Zealand and told us “Extending programmatic’s powerful offering to DOOH means advertisers can now be a lot more agile and deliver much more relevant messaging quicker to the right audiences, at the right time. We’re thrilled to be helping advertisers maximise their advertising investment.”

Head of advertising technology at Stanley St, Nikhil Elayat said “There’s always been an abundance of data within the programmatic ecosystem so to be able to transpire this data into DOOH buying decisions is not only exciting but a step in the right direction towards omnichannel tracking and attribution. The programmatic DOOH opportunity was a perfect fit to support Briscoes’ existing high impact executions.”

Two media owners involved with their campaign were quoted as saying: –

  • “VMO has made programmatic a business priority and we are excited to bring this capability to New Zealand where there has been so much interest shown by the market. The ability to deliver these audiences via programmatic exchanges offers clear benefits to advertisers seeking access to premium inventory. Advertisers have the flexibility to up-weight, down-weight, pause, or stop campaign activity in real-time with the option to adjust campaign targeting or update their creative.” Paul Butler, Managing Director VMO
  • “We need to see more DOOH ideas like this come to life on our screens. Hopefully, this digital campaign idea will inspire other creatives to take advantage of the many attributes DOOH can offer.”, Phil Clemas, CEO of Lumo Outdoor

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