雅仕維(1993.HK)與The Trade Desk及Magnite合作正式推出數碼户外廣告程序化交易平台
這次合作欲擴大線上營銷廣告商覆蓋,為户外媒體及線上平台創造協同效益
2020年12月8日,雅仕維宣佈與The Trade Desk (NASDAQ:TTD)及Magnite Inc.(前稱"Rubicon Project"及"Telaria", NASDAQ:MGNI)合作推出數碼户外廣告程序化交易平台。通過這次合作,集團得以透過線下及線上平台就其數碼户外廣告發布及錄像庫存進行程序化買賣,藉此機會吸引全球廣告商的關注。
繼在2020年1月開始與市值約22.9億美元的Magnite合作程序化轉型項目的成功後,雅仕維這次與另一夥伴市值約426.2億美元的The Trade Desk的合作,是雅仕維線下線上新媒體策略的重要里程碑,把線下數碼户外廣告和線上廣告購買緊密連接起來。該合作伙伴是一個全球化廣告買家的軟件平台,以購買不同廣告形式及設備的數據主導數碼廣告活動。藉助Magnite所擁有的獨立閉環式賣方廣告平台,雅仕維可以在The Trade Desk的程序化交易平台上提供香港的數碼户外廣告牌。這連接將在雙方之間產生巨大的協同效益,不僅為廣告商提供了額外的媒體購買選擇,同時也為集團創造了一個新的渠道與全球潛在的線上廣告商接軌。
另外,這次策略性合作是Magnite及The Trade Desk在香港的首個程序化保量的數碼户外廣告推廣,把過往按固定價格及固定時間進行交易的傳統概念轉化為網上平台交易。同時能保證媒體購買模式,使媒體買家能夠最大程度地提高廣告曝光率,這也為數碼户外廣告行業創立了先河。在此合作中,雅仕維將發揮其創新的線下線上新媒體策略優勢,運用可支援觀眾劃分及核實評估的技術,幫助品牌為消費者提供更具針對性、統一化和整體的體驗。程序化技術能根據屏幕附近的羣體數量使數碼户外廣告更容易接觸消費者,物體識別技術亦能帶來概率的受眾細分並支援度量認證。
雅仕維創辦人、主席兼執行董事林德興先生表示:“隨着數碼户外廣告迅速增長,我們很高興能夠與全球兩大廣告技術企業Magnite及The Trade Desk開展全新程序化合作。這次合作標誌着集團線下線上新媒體策略的一個重要里程碑,在線下數碼户外廣告和線上廣告購買之間建立了牢固的聯繫。更重要的是,這次合作將為我們提供了一個的機會以對接另一羣線上廣告常用客户,從而得以擴大我們的客户羣,並增加集團在市場中的滲透率。展望未來,我們將繼續與夥伴緊密合作,為廣告商提供更有效率的媒體解決方案,從而產生更大的廣告價值。”
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