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Two firms collaborate on programmatic ad-media buying

Jun 28. 2016
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IPG MEDIABRANDS has joined forces with VGI Global Media, one of the country’s largest out-of-home media agencies, to launch a programmatic buying service to improve utilisation of digital advertising screens.

Programmatic buying is the use of technology to automate the purchase of advertising or ad media in real time.

Wannee Rattanaphon, chairwoman of IPG Mediabrands, said yesterday that the new service aimed to attract new advertisers as well as to stimulate demand from existing clients to use available inventory amid the sluggish economy.

The service will work effectively if her agency gets enough advertising inventory from local providers of out-of-home media service such as VGI Global Media, she said.

Currently, VGI Global Media manages about 500 outdoor digital screens, 135 digital screens in office buildings in Bangkok, and a number of clock towers in the provinces.

“IPG will initially implement the system with VGI Global Media next month before extending it to other major vendors,” Wannee said.

Manee Eabe, managing director of IPG Mediabrands’ Magna Global service, explained that programmatic buying would integrate all relevant data and details of all outdoor media in the existing inventory. For example, the types of media available in the market, target groups, the number of target groups available during a specific time period, and the positioning of each medium outside the home would be categorised automatically.

Manee said that with this new technology, advertisers would be able to conduct real-time bidding.

“We believe that real-time bidding will play a key role in the near future in media buying. By 2019, advertising investment via this new method will surge by 70 per cent compared with this year,” she predicted.

Marut Atthakaivalvate, chief executive officer of VGI Global Media, said this new method could have an impact on clients and brands, which would be able to target customers according to location and period of time.

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