Hivestack, the world’s leading, independent programmatic digital out-of-home (DOOH) ad tech company, has partnered with mc R&D GmbH (mcrud), Germany's largest network provider of passenger TV. As a result of the partnership, mcrud's 5,800 screens in 2,000 public transport vehicles (subway, bus, streetcar) can now be bought programmatically via Hivestack's supply side platform (SSP).
With the integration of mcrud's inventory, Hivestack will offer local and international advertisers, agencies, and omnichannel DSPs the opportunity to plan, activate, and measure programmatic DOOH campaigns across mcrud's DOOH screens in two major German cities.
Germany's largest passenger television provider, mcrud, broadcasts high-quality programming on public transportation in the major cities of Berlin and Munich. In Berlin alone, the Berliner Fenster station reaches more than 2million passengers every day. In total, the partnership with mcrud will allow buyers to reach a potential audience of 20m per week.
Will Brownsdon, managing director at Hivestack commented, “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.”
"By working with Hivestack, we are taking another big step towards programmatic advertising," said Andreas Orth, managing director and sole shareholder of mc R&D GmbH. "Our inventory of thousands of screens with high-quality programming and immense reach is now very easy and very quick for agencies and companies to book."
In 2022, DOOH ad spend in Germany was projected to reach €708m (£622.5m). Digital outdoor advertising has been growing steadily for years, often with double-digit growth rates. In 2018, DOOH gross sales were still €410m (£360.4m) (source: Nielsen Media Research). This corresponds to a growth of 72.5% within four years. Programmatic DOOH technology offers advertisers an unprecedented reach, allowing worldwide brands to precisely reach their target audiences via large format DOOH screens.