Programmatic Horizons: Insights and Innovation on DOOH in London

Held at the cutting-edge Outernet London, Hivestack by Perion hosted many of the leading industry minds to discuss the latest trends shaping programmatic Digital Out of Home (DOOH). With a focus on growth, innovation, and education, the event provided a wealth of insights for advertisers, agencies, and media owners, sparking new ideas for what’s next in this dynamic space.

Hivestack at the Forefront of Programmatic DOOH Growth

Lee Cutter, Hivestack’s VP of Sales for UK, Nordics, & MENA, kicked things off with an overview of the rapid expansion in programmatic DOOH. Cutter highlighted how programmatic DOOH is on track to grow from 6% to 16% of the market in the near future.

One key factor driving this growth? Demand-side participation and customisation. Cutter explained Hivestack Curate, our recently launched platform that creates a more centralised and transparent marketplace for transacting with multiple supply sources. This leap forward brings programmatic DOOH more in sync with broader digital ecosystems, making it easier than ever for advertisers to execute campaigns with precision.

Expanding the Horizons of DOOH

After the presentation, Cutter led a dynamic panel featuring programmatic heads across the OOH supply side: Mike English (London Lites), Mia Mulch (DAX), and Oliver Goodge (i-media). The panel explored the ever-expanding opportunities within programmatic DOOH – from the growing availability of inventory to new, cutting-edge capabilities. They also discussed how tapping into publishers' existing data is key to delivering more targeted and impactful campaigns. 

Another key message from the panel was that with increased investment in programmatic DOOH, we're seeing a surge of fresh perspectives and diverse talent, leading to exciting new developments in the industry.

Cross-Border and Omnichannel Strategies: Maximising Impact

Another highlight was the session on cross-border DOOH strategies, moderated by Inés Armendáriz, International Sales Director at Hivestack. The panel included industry experts like Alex Grieves (GroupM), Jonathan Everaere (Billups), and Shanil Chande (Hawk). They highlighted the importance of cultural agility and technical finesse when executing DOOH campaigns in diverse markets. They emphasised the need for seamless execution and standardisation to streamline the process for both brands and their clients.

By understanding local nuances and leveraging the right platforms, brands can create compelling and effective DOOH campaigns that resonate with audiences worldwide.

From OOH to In-Home: Bridging the Gap with Creative Campaigns

Joe Daniels, International Sales Director at Undertone by Perion, took the stage to discuss how advertisers can merge OOH advertising with in-home experiences. By combining the strengths of multiple channels, advertisers can create campaigns that engage consumers throughout their entire journey, maximising the impact of each touchpoint.

Looking to the Future of Advertising

The event concluded with a forward-looking fireside chat between Kira LeBlanc, CMO at Hivestack, and James Trott from The Coca-Cola Company. They explored how AI and other emerging technologies are set to shape the future of DOOH and beyond. The conversation emphasised that understanding consumer behaviour and effectively using data will be key to creating successful campaigns in the evolving advertising landscape. Another interesting future forward topic discussed was the potential of blockchain technology’s application to digital advertising. While they agreed that the blockchain technology is still in its early stages of adoption, LeBlanc and Trott explored how it could provide greater transparency, security, and efficiency in the programmatic ecosystem. 

Programmatic Horizons was a whirlwind of insights, ideas, and inspiring discussions about both the current state and the future of programmatic DOOH. At Hivestack, we're at the forefront of this exciting evolution, driving innovation and shaping the next chapter of DOOH.