Hivestack in partnership with Thailand’s elevator screens operator UpMedia
By M4G Bureau - October 09, 2023
2,000 UpMedia DOOH screens on elevators in premium shopping malls, office buildings, hotels, and residential buildings will be integrated via the Hivestack SSP
Hivestack, the world’s leading independent programmatic digital out of home (DOOH) ad tech company has grown its presence in Thailand through a new DOOH partnership with leading local media owner specialising in elevator screens, UpMedia.
Through this partnership, 2,000 UpMedia DOOH screens on elevators in premium shopping malls, office buildings, hotels, and residential buildings will be integrated via the Hivestack supply side platform (SSP) and made immediately available for both local DOOH buyers situated in Southeast Asia, and globally, via private marketplace (PMP) and open exchange deals. A Hivestack media release states that in Thailand alone, DOOH ad spend is projected to reach US$213.20m (£174.4m) in 2023 with an annual growth rate (CAGR 2023-2027) of 6.01%, resulting in a projected market volume of US$269.30m (£220.7m) by 2027.
Before the addition of UpMedia, the Hivestack platform already delivered 14.4bn monthly impressions in Thailand across an impressive network of DOOH inventory in Bangkok, Phuket, Chiang Mai, and Chiang Rai, across billboards, metro networks, shopping malls, and train stations. Hivestack now welcomes UpMedia’s latest elevator screens to provide DOOH buyers with an unprecedented level of audience engagement in Thailand, and another stream of revenue for UpMedia from “outside-in” buys globally.
Joey Zhou, founder & CEO, UpMedia commented, “We are excited to collaborate with Hivestack and we are going to scale up our inventory - aiming to triple it in the next 12 months. Exciting times ahead as we are offering advertisers impactful media for high end audiences in the best locations across Thailand.”
Jan Harling, CEO, Virtus Asia Consulting (local consultancy for UpMedia) added, “I am confident that many marketers with a focus on premium audiences will view the availability of this inventory, now accessible programmatically, as a game-changer in Thailand. This opportunity aligns perfectly with Thailand's recovery, marked by bustling shopping malls and offices returning to their full-capacity state. It promises a significant shift in the landscape of impactful media opportunities."
Matt Bushby, managing director ANZSEA, Hivestack shared “It’s been an incredible journey for us in Thailand with the amount of growth we’ve achieved with our partners. We’re so proud to be building the largest DOOH inventory network with the addition of UpMedia’s elevator screens, and are proud of the large number of successful brand campaigns we have under our belt already in the region. Our partnership with UpMedia comes at an exciting time for our business as we onboard more screens in different formats across Thailand, located in Bangkok, Chiang Mai, Chiang Rai, and Phuket.”