Hivestack, an international advertising technology company based in Montreal, is expanding to Latin America. This expansion includes countries Argentina, Costa Rica, El Salvador, Guatemala, Honduras, Peru, Panama and Mexico.
“Even in the midst of a global pandemic, programmatic advertising has been on a meteoric rise in Latin America,” said Hivestack in a news release. “In 2020, it is estimated that 63% of all digital ad spend will be transacted programmatically across Latin American markets."
The company's recent announcement included the opening of an office in Guadalajara, describing it as “a leading technology hub in Mexico.”
According to the company website, Hivestack specializes in programmatic advertising, which involves companies buying digital advertising automatically through computer programs that decide the ads to buy and how much to pay for them. The company also sees a huge potential in digital out-of-home (DOOH) advertising on digital billboards and signs.
“While programmatic advertising is skyrocketing in Latin America, programmatic DOOH is just getting started,” said Andreas Soupliotis, founder and CEO of Hivestack. “Today, only a small fraction of buys are bought using programmatic technology.”
The company’s clients in Mexico include some screens from some of the largest OOH publishers such as Postermedia, Grupo Vallas, ViaVerde and OLA MEDIA – Uber Mexico's exclusive in-ride advertising partner, said the news release.
“These screens are located on public highways, roads, street furniture, transit, shopping malls and in-ride entertainment across major cities such as Mexico City, Monterrey, Guadalajara, Leon and others, thus reaching millions of consumers daily," said the company. "Mexican brands can target hard-to-reach, on-the-go consumers at multiple touch-points throughout their daily journey by programmatically activating screens from these Hivestack-integrated publishers."
Hivestack's partnerships in Latin American countries have already led to two programmatic campaigns which will begin in December, stated the news release.
Hivestack also operates in Toronto, Tokyo, London, New York, Mexico City and Sydney, according to the news release.
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