VIOOH expands programmatic DOOH reach in China with the Beijing Metro partnership, offering real-time ad buying and audience targeting for brands on 267 digital screens across 76 stations. This move signifies programmatic DOOH’s growing popularity in China, with advertisers seeking more precise targeting and campaign flexibility.
VIOOH, the leading premium global digital out-of-home (DOOH) supply-side platform, announced its second programmatic media owner partnership in mainland China. In partnership with Beijing Top Result Metro Advertising Co., Ltd, VIOOH has launched real-time trading across local programmatic DOOH (prDOOH) inventory. With this launch, VIOOH now offers prDOOH across the metro audiences of China’s top two metro systems, Shanghai Metro and Beijing Metro.
Beijing Top Result Metro manages media resources for the nine metro lines in Beijing across 249 stations, with 8.15 million daily passenger flows. Powered by the industry-leading programmatic platform VIOOH Trading Manager, DOOH inventory can now be traded in real-time across 267 digital screens and over 76 metro stations. Inventory and services include advertising panels on the station concourse and trackside. Automating the purchase of digital media based on impressions via programmatic buying and managing it in real-time offers brands high levels of flexibility and efficiency control for advertisers.
prDOOH also allows advertisers access to new metrics, the use of audience and targeting data, and easy integration with other media channels at the point of purchase. Programmatic buying is anticipated to revolutionize the DOOH landscape in China, enabling advertisers to communicate more flexibly and effectively and deliver more targeted and, therefore, more relevant messages to consumers.
Calvin Chan, CEO at VIOOH China, said, “This is another great addition to our market offering real-time trading across local programmatic DOOH, now available in China’s two biggest metro systems, the Shanghai Metro and Beijing Metro. We’re always looking for new ways to unlock commercial opportunities for advertisers, and the Beijing Metro offers precise programmatic targeting across an advanced technology ecosystem to core audiences. We hope advertisers and media owners, both within China and overseas advertisers looking to better target audiences in Beijing, will maximize this new opportunity to thrive in China.”
Theresa Wong, General Manager at Beijing Top Result Metro Advertising, said, “We are pleased to have VIOOH, a true and sophisticated digital intelligent programmatic SSP, to help us connect with worldwide clients, which gears up our sales channel forces. Fully backed by a data-driven passenger profile and flexible broadcasting system, VIOOH enhances our prDOOH power to create a new cutting-edge advertising era in the capital of China. There’s never been a better way for brands to connect with consumers while they’re on the move.”
According to VIOOH’s recent China State of the Nation research, 24% of advertisers and agencies invested in programmatic DOOH, which was set to increase to 31% in 2023. Compared to the international market, although the current adoption rate of programmatic DOOH in mainland China is relatively low, it has a faster growth rate.
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The report also showed that media professionals in China who planned to increase their budget for programmatic DOOH would do so due to the high precision and ability to target audiences (53%), as well as ensuring brand safety (50%), while also being an integral part of the media mix (47%). In addition, 42% of professionals surveyed stated that programmatic DOOH has excellent measurement and attribution possibilities and can match target scenarios offline.
More digital OOH inventory from VIOOH will be announced later this year.
