Asiaray and Wavemaker Bring the First-ever Programmatic DOOH in the Media Industry, Powered by Google Marketing Platform

Asiaray Media Group Limited
2018-09-06 10:55 1404

Provides a One Stop Media Buying Platform and Further Expands Customer Base

HONG KONG, Sept. 5, 2018 /PRNewswire/ -- Asiaray Media Group Limited ("Asiaray" or the "Group"; stock code: 1993), a leading out-of-home (OOH) media company with a strategic focus on airport and metro line advertising, create the first media buying platform of programmatic Digital out-of-home (DOOH) media in Hong Kong, powered by Google Marketing Platform, together with agency partner Wavemaker, part of GroupM, WPP's global media investment management company. Wavemaker is the platform's initial advertiser among the influential brands worldwide which augurated for the long-term prospects of this up-and-coming Programmatic DOOH.

Google Maketing Plaform is a demand-side-platform (DSP) that provides trading desks, agencies, and advertisers with transparent measureable results across adverting exchanges. Asiaray's new one-stop programmatic DOOH platform provides a comprehensive range of services, from booking placement to the launch of an advertising campaign, with all of Asiaray's outdoor digital media resources now available for trading there.

Now, Google Marketing Platform's technologies enable advertisers to reach their target audiences on digital media and into the outdoors. For example different images could be shown depending on weather, time and other parameters, which has been applied to the advertising for pharmaceutical, retail, technology, and luxury advertisers. The platform will further attract and connect more diversified advertisers to purchase Asiaray's media resources remotely, especially those keen on using digital media.

Mr Vincent Lam, Chairman and Executive Director of Asiaray, said, "We are delighted to launch this groundbreaking programmatic DOOH platform project with Google and Wavemaker. The cooperation signifies the OOH industry has entered into a new era, enabling the convergence of the Internet and DOOH, which also echoes with our promising online and offline ('O&O') strategies. We believe programmatic buying is a major future trend and introducing this platform in Hong Kong is in line with Asiaray's pursuit of innovation and development in DOOH as an industry pioneer. With the enhanced programmatic buying capabilities, we will also continue to optimise our Central Innovation and Technology Unit, and thus offer tailor-made campaigns for our clients enabling the creation of content to achieve an all-win for advertisers, consumers and Asiaray."

In the future, Asiaray aims to add more interactive and customised elements like bidding systems to the platform as well as secure more digital media resources in order to expand its network.

Mr. Lars Bratsberg, Google Hong Kong's Agency Industry Leader, said, "Google Marketing Platform builds on existing integrations between the Google Analytics 360 Suite and display and video advertiser products. We are excited to see the Hong Kong marketers and advertisers are embracing technology in their digital and traditional marketing strategy and planning to include out-of-home media."

Ivan Chui, Head of Interaction for Wavemaker Hong Kong, said, "We are so excited to partner with Google and Asiaray to launch the first programmatic DOOH in Hong Kong. This is a golden opportunity to demonstrate our focus on seamlessly connecting media, content and technology, and provides our clients with innovative solutions to connect the right audience, with the right messages, at the right time along the consumer journey. We look forward to our next successful collaboration and market invention."

About Asiaray Media Group Limited (stock code: 1993.HK)

Established in 1993, Asiaray is a leading out-of-home media company in Greater China with a strategic focus on airport and metro line advertising. The Group has exclusive concession rights to mainstream media resources for 28 airports (as well as Sanya Phoenix International Airport Terminal 2, Hainan) and 16 metro lines over 39 cities. It is the largest privately-owned media company in Greater China based on the number of exclusive concession rights and associated revenue derived in respect of airports, and the second-largest with regard to metro lines based on the same criteria. Annual aggregate airport passenger traffic covered by the Group's exclusively operated airports reached 228 million as at the end of 2017, equivalent to approximately one fifth of the total airports traffic across Mainland China. Asiaray is also committed to invest in its corporate social responsibility and environmental protection initiatives. The Company has officially been awarded "2016 Hong Kong Awards for Environmental Excellence (HKAEE)" and has been named as a "Hong Kong Green Organisation".

For more details about Asiaray, please visit its official website: or follow the Group's Wechat (ID: asiaray_airport).

About Wavemaker

Wavemaker is a next generation agency that sits at the intersection of media, content and technology. We are obsessed with the customer's purchase journey and this is what connects our mission directly to our client's business challenges. We invented WM Momentum, the world's most comprehensive study into how people make purchase decisions and have conducted over 500,000 surveys in 40 markets and across more than 80 categories. We are a business that is powered by the creativity and curiosity of our 8,500 people in 90 countries, united by our PACED values. We are a part of GroupM, WPP's global media investment management company. For more information, go to

About GroupM

GroupM is the world's leading media investment company responsible for more than $113B in annual media investment through agencies including Mindshare, MediaCom, Wavemaker, Essence and m/SIX, as well as the outcomes-driven programmatic audience company, Xaxis. GroupM creates competitive advantage for advertisers via its worldwide organization of media experts who deliver powerful insights on consumers and media platforms, trading expertise, market-leading brand-safe media, technology solutions, addressable TV, content, sports and more.

Discover more about GroupM at  

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Media Enquiries

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Source: Asiaray Media Group Limited
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