Hivestack, the world’s leading independent programmatic digital out-of-home (DOOH) ad tech firm, has partnered with mc R&D GmbH, Germany’s largest passenger TV network provider (mcrud). Hivestack’s supply-side platform now allows the programmatic purchase of mcrud’s 5,800 displays on 2,000 public transportation vehicles (subway, bus, and streetcar) (SSP).
With the integration of mcrud’s inventory, Hivestack will enable local and international advertisers, agencies, and omnichannel DSPs to create, activate, and assess programmatic DOOH campaigns across mcrud’s DOOH screens in two major German cities.
mcrud, Germany’s largest passenger television provider, broadcasts high-quality programming on public transportation in Berlin and Munich. Every day, Berliner Fenster station serves over two million people in Berlin alone. The agreement with MCRUD would allow advertisers to reach a potentially large audience each week of 20 million people.
Managing Director at Hivestack, Will Brownsdon, said, We are thrilled to announce our partnership with mcrud in Germany. Our goal at Hivestack is to connect buyers to audiences on the move and across a wide range of OOH environments. mcrud represents just this, offering incredible reach in a unique and captive environment.
Germany’s expected DOOH ad expenditure for 2022 is €708 million (£622.5 million). Digital outdoor advertising has grown consistently, sometimes at double-digit rates. In 2018, DOOH’s total sales were still €410 million (£360.4 million) (source: Nielsen Media Research). However, this is a 72.5% increase within four years. Programmatic DOOH technology provides marketers with unparalleled reach, enabling global companies to target their customers precisely through large-scale DOOH displays.
