Expediting Digital Transformation of Out-of-Home Advertising in Hong Kong
HONG KONG, May 5, 2022 /PRNewswire/ -- MTR* advertising, the number-one Out-of-Home (OOH) media in Hong Kong is honored to announce the full launch of their programmatic digital out-of-home (pDOOH) offering across the MTR* network, with 418 digital panels in 51 MTR stations in Hong Kong. It is Hong Kong's largest Digital Out-of-Home inventory available for programmatic trading, offering advertisers high flexibility to reach their target audience among MTR passengers every day. This new automated programmatic planning and trading offering will accelerate the growth of Out-of-Home (OOH) advertising, connecting advertisers and MTR* advertising in a premium marketplace, combining audience targeting and impression data to create an intelligent, automatic and advanced DOOH trading solution to meet Hong Kong marketers' needs.
As a pioneer and leader in the DOOH market, MTR* advertising began its digital transformation in 2018, and the MTR became the world's first metro to launch a unique, audience targeting and media-selling platform. Now it ushers in a new era in trading as the first metro in Asia to offer programmatic DOOH, starting at MTR Sheung Wan Station in early January 2022, extending to the whole Island Line in March, and accomplishing full coverage of MTR* advertising digital network in April 2022.
MTR* advertising is utilizing this new technological media trading solution to meet the new expectations of its clients and to increase the competitiveness of MTR* DOOH in the market. The new pDOOH offering gives advertisers considerable flexibility to optimize playout for maximum efficiency and to accommodate a flexible range of campaign budgets, ad duration and shares of time. Advertisers can choose among different trading models through a private marketplace (PMP) and can trade by either guaranteed price & impression (GPI), guaranteed price (GP) or non-guaranteed (NG) floor price via their demand-side platform (DSP), based on CPM (cost per thousand impressions).
MTR* advertising strategically partners with VIOOH, a leading supply-side platform (SSP), who trades with over 35 DSP partners globally, including Hivestack, The Trade Desk and Yahoo etc.** This latest pDOOH offering will optimize MTR* advertising campaign performance and can enable seamless online planning to offline outdoor advertising (O2O) through greater flexibility and agility.
Teresa Fung, Chief Media & Business Development Manager, Hong Kong Transport Services, MTR Corporation, said, "We are excited to be the first metro in Asia to offer Programmatic Digital Out-of-Home as it is further enhancing our digital transformation journey. We believe that programmatic DOOH is the latest market-driven solution to cater to marketer's needs to target specific audience(s) efficiently. Together with smart technology, MTR* advertising provides a flexible and effective platform for advertisers to showcase their digital creativity and facilitates dynamic and engaging advertising campaigns. This not only brings greater commercial value to advertisers, but also optimizes the passengers' journeys with more new experiences and meaningful engagements. "
Shirley Chan, Managing Director, JCDecaux Transport, said, "With the rapid development and growing demand for DOOH, programmatic trading has become an irresistible trend. We are excited that MTR* advertising is achieving another important milestone by connecting to the programmatic digital ecosystem. MTR* advertising programmatic trading can deliver brands greater efficiency, transparency, brand-safety, and measurable advertising, while also linking brands to the right target audience at the right time and right moment, in the right location, and with the right message to optimize deliveries of clients' campaigns across the MTR network successfully. Our passion and aim are to enhance the position of MTR* advertising as the pioneer in OOH digital transformation and we are confident that advertisers and agencies will seize this irresistible new opportunity."
Jean-Christophe Conti, the Chief Executive Officer at VIOOH, added, "We're thrilled to participate in this programmatic offering across the MTR* network in Hong Kong. It's an exciting time for the digital out of home industry as programmatic adoption takes off globally, especially in Hong Kong where 94%## of media agencies and leading brand executives stated they plan to integrate programmatic DOOH within the next 18 months. This reiterates to us that the future of pDOOH in this region is looking strong and it's a big opportunity for the DOOH industry."
About MTR Corporation
Every day, MTR connects people and communities. As a recognised world-class operator of sustainable rail transport services, we are a leader in safety, reliability, customer service and efficiency. MTR has extensive end-to-end railway expertise with more than 40 years of railway projects experience from design to planning and construction through to commissioning, maintenance and operations. Going beyond railway delivery and operation, MTR also creates and manages dynamic communities around its network through seamless integration of rail, commercial and property development. With more than 40,000 dedicated staff#, MTR carries over 13 million passenger journeys worldwide every weekday in Hong Kong, the United Kingdom, Sweden, Australia and the Mainland of China. MTR strives to grow and connect communities for a better future.
# includes our subsidiaries and associates in Hong Kong and worldwide
About JCDecaux Transport
JCDecaux Transport is the main subsidiary of JCDecaux in HongKong, the number one Out-of-Home Media company worldwide. Established since 1976, JCDecaux Transport is the market leader in outdoor advertising in Hong Kong and manages the advertising sales concessions of MTR* and Airport Express for over 40 years. The company currently also operates the advertising concessions for Hong Kong International Airport, Macau International Airport, Pacific Place Passages and Ngong Ping 360.
About VIOOH
VIOOH is a leading global digital out of home marketplace.
Launched in 2018 and with headquarters in London, VIOOH's platform connects buyers and sellers in a premium marketplace, making OOH easily accessible. Led by a team of digital OOH and programmatic tech experts, VIOOH is pioneering the transformation of the OOH sector, championing its role in enhancing omni-channel digital campaigns through the use of programmatic capabilities and data. VIOOH currently trades programmatically in 15 markets, with more to follow.
*MTR refers to Kwun Tong Line, Tsuen Wan Line, Island Line, South Island Line, Tung Chung Line, Tseung Kwan O Line and Disneyland Resort Line
** The names of Demand Side Platforms (DSPs) are listed in alphabetical order.
##State of the Nation - The Future of Digital Out of Home (April, 2021)
