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GroupM Xaxis Launches the First pDOOH Campaign at MTR Advertising in Hong Kong

Xaxis, GroupM’s outcome media specialist, announced the launch of the first Programmatic Digital Out of Home (pDOOH) campaign at MTR advertising. The momentous campaign ran throughout Hong Kong for loan and financial services company United Asia Finance Limited. 

The campaign ran over the course of two weeks from April 27 – May 10, 2022, and saw United Asia Finance Limited’s advertisements in eight high traffic locations across 41 panels located within the MTR network in Wan Chai, Causeway Bay, Admiralty, Central, Tsim Sha Shui, Mong Kok, and Prince Edward through exclusive access with the MTR Trackside Digital Motion Network. 

The campaign featured three creative advertisements that utilised time targeting based on the operational hours of surrounding businesses while factoring in weekends and public holidays to ensure the best content with the right context is shown to the right audience. With Xaxis’ programmatic expertise, United Asia Finance Limited was able to take flexible campaign planning to the next level and elevate its OOH advertisements, allowing it to dynamically define its station mix, panel mix, and audience type, and set messages to be delivered at the best time possible.

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“We’re thrilled to make history with MTR advertising and United Asia Finance Limited to launch the first pDOOH campaign at MTR and deliver dynamic content to Hong Kong commuters. Programmatic will bring about a whole new definition of digital creativity for advertisers and consumers alike, providing a non-intrusive avenue for passengers to engage in relevant and high value interactions with brands. It gives marketers much more flexibility such as time targeting, creative changes, or even triggering the ad with real time weather conditions or stock market index,” said Andy Chung, Managing Director of Xaxis in Hong Kong.

The pDOOH campaign will catapult MTR advertising into a new automated era of Out Of Home (OOH) with programmatic. It will provide real-time flexibility for United Asia Finance Limited to curate a captive viewing environment by identifying the best time, audience, location and messages to create an effective, efficient, and brand safe channel for its campaigns.  

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As the largest and most premium DOOH inventory available in Hong Kong, MTR advertising reaches Hong Kong commuters across 418 panels, delivering 98M weekly impressions across its MTR Digital Network, 24M weekly impressions across the Trackside Digital Motion Network, and 87M daily impressions across the Concourse Digital Motion Network, making the MTR Trackside Digital Motion Network the largest outdoor HD digital network in the city. 

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“Utilising the reach of Hong Kong’s MTR network and the flexibility of programmatic, advertising campaigns are reaching and best resonating with the audience at any time or place. MTR advertising offers the largest coverage of DOOH in Hong Kong, and by having this level of precision, marketers can truly direct the most captivating creative advertisements to the largest audience. We are excited that UA Finance smartly integrates the flexibility of programmatic digital out-of-home (pDOOH) into the MTR network with dynamic content capabilities to deliver tactical and contextual messaging, thus allowing its ad content to be optimised against specific data parameters to ensure the very best target audiences are reached,” said Shirley Chan, Managing Director of JCDecaux Transport.

By automating OOH advertising, marketers and advertisers are able to save 50% of planning time compared to traditional planning cycles. By bolstering omnichannel campaigns through integrating data points with respect to contextual, temporal, and environmental factors, brands can maximise visual creatives and create lasting impact on audiences. With pDOOH, United Asia Finance will be better positioned to reach a wider audience seeking financial management and services.

We are eager to explore innovative and convenient ways to connect with our customers, and fascinated to learn that UA Finance is the first advertiser to tap into MTR advertising with pDOOH. It’s an exciting space for us to celebrate a new chapter of our innovative journey. Leveraging the powerful visual impact of OOH plus the new programmatic capabilities, this location-based marketing platform enables us to reach a large volume of on-the-go target audiences throughout the day, bringing big uplifts in impressions and efficiency. At selected MTR locations, we adopt dynamic creative display technology to develop scenario-base ads to communicate our service offering. We strongly believe this innovative solution will be a popular trend for advertising in the new era. It perfectly complements our integrated marketing strategy, tapping into the holistic customer journey.”  said Elvis Yan, Chief Marketing Officer of United Asia Finance Limited.

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[To share your insights with us, please write to sghosh@martechseries.com]

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