Adrian J Cotterill, Editor-in-Chief
MiQ, Hivestack and Kinetic Canada have announced the launch of Canada’s first fully-integrated digital-out-of-home buying and planning tool. The collaboration aims to create a more efficient and easier way of buying and measuring out-of-home media all within one consolidated dashboard.
Jason Furlano, VP, Sales of MiQ told us “Partnering with Hivestack and Kinetic Canada validates an emerging focus for MiQ on bringing our analytics capabilities to a wider set of marketing channels, such as DOOH. Our marketing intelligence solution will ultimately help advertisers measure improve the effectiveness of their out-of-home media spend.”
Andreas Soupliotis, Founder & CEO of Hivestack said “Our partnership with MiQ and Kinetic Canada will have a seismic impact on the Canadian digital-out-of-home landscape. Digital marketers will have the ability to connect with tailored audiences on digital-out-of-home screens that will drive measurable business outcomes at all stages of the purchase funnel, from brand awareness right down to conversion”.
Hivestack has created a custom DSP specifically for Kinetic underpinned by location intelligence from MiQ and their mobile data partners, which will allow Kinetic to buy digital OOH inventory in real-time and provide footfall attribution models for their clients.
Kevin McDonald, Owner & CEO of Kinetic Canada said “The digital transformation of out-of-home has evolved rapidly and will continue to do so in the coming years. This partnership and our collective investment in tools, technology, data and research gives our clients a definitive competitive advantage when buying digital-out-of-home”.
This looks like a massive demand-side win for Hivestack in Canada as it means that all of GroupM Canada’s programmatic DOOH buying will be bought exclusively through the Hivestack DSP (i.e. they will not use Vistar, and not use Campsite).
MiQ is an independent marketing intelligence company with the people and technology that help businesses win. It is our vision to reimagine the value of marketing by connecting data and discovering insight to drive business outcomes.
Founded by Lee Puri and Gurman Hundal in 2010, MiQ company currently employs over 550 people across 15 offices located in North America, Europe and APAC. The world’s leading brands and media agencies such as American Express, Avis, Lenovo, Unilever, Microsoft, GroupM, Publicis and IPG work with MiQ. In the last year, the company has won various awards including Fastest Growing Tech Company of the Year at the Stevie Awards, Most Effective Use of Data at The Drum’s Digital Trading Awards USA, and The Sunday Times International Track 200.
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