VIOOH this week announced its expansion into urban Hong Kong with JCDecaux Cityscape street furniture and bus shelter programmatic advertising inventory now available.
Trading across both guaranteed and non-guaranteed deals via JCDecaux, VIOOH now covers a quarter of the digital OOH market in Hong Kong across street furniture. Affiliated data partners include Audience Management System for Street Furniture developed by JCDecaux, and OOH Planning & Measurement from AdSquare. Integrated DSP partners include Hivestack, The Trade Desk and Verizon Media.
Ben Lin, CEO at VIOOH China told us “In Hong Kong, digital out of home ad spend accounted for almost a third of all out of home spend in 2020. That number is rapidly increasing for 2021, and VIOOH is pleased to offer advertisers the opportunity to benefit from more digital inventory at premium locations in Hong Kong. Compared to other media channels, programmatic digital out of home is considered to be the strongest for accurate location targeting and return-on-investment. In fact, when digital out of home is planned and optimised alongside omni-channel campaigns it can enhance a variety of campaigns, by providing flexible and incremental reach in a cost-efficient way. Our ambition is to change the conversation about out of home, and to help accelerate transformation in outdoor advertising and we hope advertisers and media owners alike will maximise this new opportunity to thrive.”
VIOOH’s recent State of the Nation report showed that a large proportion (84%) of Hong Kong advertisers claim they have bought, planned or placed OOH programmatically in the last 12 months, above social media. Almost all (94%) expect to increase their investment in programmatic OOH in the next 18 months, indicating that programmatic OOH, considered to offer benefits for both brand-led and performance-led campaigns, is well utilised in the market.
Yoann El Jaouhari, Managing Director of JCDecaux Cityscape said “With this launch, our clients can enjoy unmatched flexibility, data-driven media planning, optimization and retargeting capabilities and data-triggered digital content across multiple prime districts in Hong Kong Island, namely Admiralty, Causeway Bay, Central and Wan Chai. Our advanced ecosystem of data and digital solutions will help us accompany the brands to leverage the power of digital programmatic OOH, smartly optimize their advertising strategy, and keep improving the return on their ad spend in Hong Kong with JCDecaux.”
In Hong Kong, programmatic investment in OOH in the last 12 months is the media channel that ranks highest, with social media (80%), digital video (80%) and digital audio (70%) following closely behind.
Three-quarters (76%) of all Hong Kong media executives either agree or strongly agree that programmatic OOH is a clear part of their programmatic and digital strategy, with a greater number (82%) agreeing programmatic OOH provides excellent value for money.
More digital OOH inventory from VIOOH is due to be announced later this year.