Building on its DOOH leadership, global media and technology company Verizon Media has expanded its partnership with digital out of home (OOH) marketplace, VIOOH. This deal provides Verizon Media’s Demand-side Platform (DSP) access, via VIOOH, to premium DOOH inventory, including the digital assets of JCDecaux -- the number one OOH advertising company worldwide.
As an early adopter in Hong Kong to enjoy this new alliance, renowned local café Kam Kee launched the Hong Kong-first programmatic DOOH campaign at the Hong Kong International Airport.
The campaign that ran from December 24, 2020 to January 10, 2021, saw two strategic locations: the first was along the Baggage Claim, whereby signages reminded visitors of the nostalgic flavours of Hong Kong for which Kam Kee is known. Also included in the campaign image was a QR code that took users to a coupon for a complementary milk tea at one of their outlets out in the city.
The second point of contact is a series of digital panels located at the corridor leading to the taxi stands at the airport. Here, the campaign messages capitalize on a moment when visitors are pondering their next destination with more instantaneous and geographical reminders of Kam Kee’s outlets.
“A core differentiator for Verizon Media is our “full-stack” expertise. Verizon is one of the world’s largest advertisers. At the same time it is one of the world’s foremost publishers & media platforms. As a result, we know what works best for both buyers and sellers, and we can use that knowledge to help either category. We provide advertisers access to nearly 200,000 digital signs globally through our DSP. Our latest DOOH inventory supplier includes JCDecaux through a partnership with VIOOH.” shared Rico Chan, Co-Head of APAC, Verizon Media.
“As advertisers are looking to effectively reach and connect with the right audiences, programmatic DOOH provides a fantastic opportunity for advertisers in the region to easily buy across multiple channels, formats and screens. Premium screens once only booked in large clusters, defined periods and far in advance, such as those at Hong Kong International Airport, can now be traded in near real time and to specific audiences, or against certain events and triggers. VIOOH's partnership with Verizon Media's DSP offers advertisers access to premium digital out of home inventory, engaging audiences where and when it matters for campaigns that are hyper-targeted, measurable and flexible.” said Gavin Wilson, Chief Revenue Officer, VIOOH.
Arnaud Redon, General Manager Airports, JCDecaux Transport Hong Kong & Macao said, “Hong Kong International Airport advertising is leading the way to Automation and Programmatic DOOH. It now offers the possibility to launch near real-time campaigns to advertisers who were just waiting for such levels of scheduling flexibility and audience targeting to adopt this powerful media and reach the highly sought-after air passenger consumers. Fully utilizing the digital network coverage at the airport, Kam Kee leveraged the new features in precisely choosing to target all arriving passengers after 2:00pm to entice them with its signature afternoon tea menu and had successfully drawn footfall to the cafes.”
Calvin Tse, CEO of Kam Kee Holdings Limited said, “We are honoured to be an early pioneer to run programmatic DOOH campaign at the Hong Kong Airport. We wanted to not only building awareness to our brand, but also driving foot traffic to our stores around Hong Kong. We’ve seen good feedback as travellers were impressed with the campaign’s creativity.”
“This first-ever collaboration between local brand Kam Kee and programmatic DOOH at the Hong Kong Airport truly was a trailblazer for not only this advertising format, but also for brands both big or small, local or international to realize their full potential. Our client received positive feedback and is satisfied with the outcomes from this campaign. This campaign was successful due to the strategic placement of messages – first an incentivized inspiration then a call-to-action – on the strategic locations that appeal to a very targeted demographic,” said Jerry Chan, Director of Mediaon Limited.
This deal builds on Verizon Media’s continuing growth in DOOH and emerging channels through its DSP as it continues to provide solutions to navigate today’s ever-changing realities. Earlier this year, the company announced integration of VIOOH’s inventory in more than 60 cities across seven countries, in addition to its existing inventory in collaboration with other partners.
The new DOOH inventory is available in Verizon Media DSP.