Hivestack by Perion launches the first programmatic digital out of home (DOOH) solution in real estate agency offices in North Asia through new supply partnership with Midland Realty in Hong Kong

HONG KONG, MONTREAL, CANADA - February 27, 2024 - Hivestack by Perion, the world’s leading programmatic digital out of home (DOOH) ad tech business today announced a partnership with Midland Realty to bring programmatic DOOH to real estate offices for the first time in North Asia.

Midland Realty is a leading real estate agency in Hong Kong, providing residential, industrial and commercial property brokerage services in China, including Hong Kong and Macau. Through this partnership, DOOH screens in over 50 Midland Realty branches in commercial and residential locations across Hong Kong Island, Kowloon and New Territories will be integrated via the Hivestack Supply Side Platform (SSP) and available for programmatic buys via Private Marketplace (PMP) and Open Exchange.

Now, for the first time in North Asia, brands, agencies and omnichannel DSPs integrated via the Hivestack platform will be able to target a variety of new audiences in affluent residential and commercial areas in Hong Kong via Midland Realty’s unique shop front DOOH screens.

Troy Yang, Managing Director North Asia at Hivestack commented, “The partnership with Midland Realty represents a significant milestone in the programmatic DOOH market in North Asia as it launches an entirely new environment and audience set for marketers to target with their brand campaigns. Midland Realty is the first mover in the real estate market to enable programmatic DOOH transactions via their shop front window screens and we are delighted to work with them to drive incremental revenue growth from programmatic DOOH.”

Sammy Po, Chief Executive Officer of Midland Realty's Residential Department in Hong Kong and Macau added, “We are glad to become the first and only media owner in the Real Estate sector across North Asia now integrated for programmatic DOOH. Midland Realty opened its first fully "digitalized" branch in 2020, introducing the "Content Management System" (CMS) for property management. The system is connected to holographic screens, and the property information provided by clients is uploaded to a big data database. Our electronic screens primarily display real estate-related information but through the partnership with Hivestack, brands and advertisers can now reach real estate audiences at our branches located throughout Hong Kong. Through this integration, we have enhanced the functionality of our screens, bringing more diverse information to our customers, and driving business success for advertisers both in Hong Kong and globally, via the Hivestack platform.”

DOOH ad spend in Hong Kong has been steadily increasing with 2023 projections showing no sign of slowing down. This steady growth, coupled with the important economic position of the real estate industry in Hong Kong creates an unmissable opportunity for buyers to target key urban audiences with precision.