Tractor Outdoor has partnered with Hivestack, the world’s leading full-stack programmatic digital out of home (DOOH) platform.
Remi du Preez, commercial director at Tractor Outdoor, told us “The South African market is quickly realising the advantages of programmatic buying, while demanding more accountability and transparency in their media spend. This is why we are thrilled to have access to Hivestack’s world-class, first-to-market technology, which will allow advertisers to buy custom audiences across our DOOH network. Our aim is to drive the mindset change needed to convince advertisers that DOOH is a great medium for their spend, and that it can successfully – and measurably – deliver on campaign outcomes.”
Tractor has engaged Hivestack’s supply side platform (SSP) and ad server in order to unlock new revenue from DOOH. Tractor is the first media owner in South Africa to have access to this technology.
Will Browsdon, managing director: EMEA region at Hivestack told us “We are thrilled to partner with Tractor Outdoor and bring the power of programmatic digital out of home (DOOH) to South Africa. This marks a very exciting move for Hivestack as we continue our worldwide expansion and Tractor Outdoor is the perfect partner. They are amongst the first to recognise the programmatic potential in the region and are helping to shape the digital out of home (DOOH) landscape.”
Hivestack’s programmatic technology will enable advertisers to reach a highly targeted audience via Tractor’s DOOH inventory network, through integrating mobile data with a programmatic buy
Besides facilitating access to programmatic capabilities, Hivestack’s ad server allows for the integration and overlay of mobile device data. This will allow Tractor to accurately observe the movements of consumers, serving relevant and highly targeted messages via its extensive DOOH footprint, and delivering richer, more intelligent and measurable campaigns.
Tractor Outdoor was established almost two decades ago, Tractor Outdoor is a national out of home (OOH) media owner, which specialises in connecting brands to consumers through its network of traditional and digital inventory, as well as its transit networks and ambient platforms. Tractor Outdoor owns one of the largest Digital OOH networks in South Africa, and is a member of Outdoor Measurement Council (OMC), Out of Home Media South Africa (OHMSA) and the Interactive Advertising Bureau (IAB).
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