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雅仕維(01993.HK)與宏盟集團(OMG)攜手合作 為香港的程序化數碼户外廣吿項目實現約170萬次曝光
格隆匯 03-18 16:39

2022年3月18日,策略重心定於大交通媒體經營,包括機場、地鐵及高鐵的優秀户外媒體公司雅仕維傳媒集團有限公司("雅仕維"或"集團";股份代號:1993)宣佈與全球領先的市場營銷及企業傳訊公司之一的宏盟媒體集團("宏盟集團", OMG )旗下兩家代理OMD香港及PHD香港共同完成首個在香港合作的程序化數碼户外廣吿(DOOH)項目。其中,PHD為媒體策劃及購買的專家,而OMD則專注於執行廣吿項目。此次合作發揮了兩家行業龍頭企業的優勢,並創造出可觀的廣吿價值,在廣吿主預先訂立嚴格的發佈條件下,既為該品牌爭取到約170萬次曝光,亦推動全港黃金地段的數碼户外廣吿屏幕程序化交易。

圖片一:雅仕維與宏盟集團(OMG)共同完成首個在香港合作的程序化數碼户外廣吿項目

憑藉成熟的程序化交易技術經驗,雅仕維於1月份與OMD香港和PHD香港的專業團隊緊密合作,為一家跨國信息科技集團通過沉浸式程序化數碼户外廣吿(DOOH)為其產品進行市場推廣。在戰略上,雅仕維運用了自家研發系統為這廣吿投放進行了興趣位置定向(POI, Point of Interest)的分析,配對出周邊排名最靠近計算機商店的巴士候車亭,鎖定了相關消費羣體,並進行大規模的數碼户外廣吿投放。數碼户外廣吿程序化的推進,讓廣吿主可以更靈活地調整投放時間。以這次的投放為例,廣吿主策略性地在人羣流量高峯時間投放廣吿,最大程度提升廣吿主的媒體廣吿收益率,並有效鎖定潛在消費羣的目光。相關程序化數碼户外廣吿已在50多個巴士候車亭的屏幕上投放,每天播放約9小時,這一成功的案例也給香港巴士候車亭廣吿帶來新氣象。

圖片二:雅仕維與宏盟集團(OMG)合作推出創先河的程序化數碼户外廣吿項目吸引行人和乘客的目光

雅仕維創辦人、主席兼執行董事林德興先生表示:"我們很高興與宏盟集團(OMG)合作推出其在香港首個程序化數碼户外廣吿項目。雅仕維透過提供覆蓋黃金地段的豐富媒體資源,配合開創性的'户外線上新媒體'策略,不僅可以匹配眾多品牌和廣吿主宣傳策略,滿足其市場推廣需求,亦能迎合市民對都市場景設計及數碼屏幕的期望。"

PHD業務總監Rex Tang表示:"我們欣然宣佈與雅仕維合作開展在香港程序化數碼户外廣吿項目,這次合作亦為我們在當地開展創新的數碼項目和加快發展户外廣吿屏幕傳播業務創造機會。該項目開創户外廣吿數碼轉型的先河,搭建了品牌與消費者之間的良好互動——我們正在為廣吿主提供創新的服務,最有效地擴大他們的觸達受眾及推廣其品牌的獨特性。"

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