Yesterday, Perion made a pretty interesting announcement, sharing that video campaigns through its platform, including CTV, can now be amplified across the company’s digital-out-of-home (DOOH) network, Hivestack, which it acquired about one year ago. According to the press release on the news, 75% of Perion’s Hivestack network, which operates globally, is now video and CTV ad-enabled, covering over 1 million DOOH screens.
The offering, which Perion is calling Anyplace TV, makes it possible for advertisers to extend the reach of their campaigns, not just across channels but also audiences. Obviously, video and CTV ads are often one-to-one. With DOOH amplification, these can quickly become one-to-many. So, there is an immediate scale benefit from Anyplace TV that is likely difficult for another adtech provider to replicate, unless they happen to have a Hivestack lying around somewhere. (Doubtful.)
Why This Matters:
It’s all about optimizing spend. According to an IAB report, digital video ad spend is expected to shoot up 16% to $63 billion this year. The same report predicts CTV to grow 12%. As money pours into the space, it underscores the importance of tech that can expand the reach and impact of video and CTV campaigns. Perion’s move to extend these ads to DOOH screens via Hivestack is a good example of that. Also, DOOH experiences are viewed favorably by consumers, making the CTV-to-DOOH interplay here compelling.
Possibly noteworthy: Hivestack’s DOOH network includes screens in and around retail locations, potentially bridging the gap between top-of-funnel awareness driven by CTV and bottom-of-funnel engagement near points of purchase. For advertisers, combining CTV and DOOH supports a more comprehensive, omnichannel marketing approach that follows consumers from their homes to public spaces across the consumer journey.
On Perion, specifically, this seems like a good move as it connects two trends — CTV and DOOH — that they’ve been focused on.
Experts React:
In the company’s press release, Tal Jacobson, Perion’s CEO, said that the launch also solves for fragmentation in campaign buying, activation, and management.
“Video advertising has evolved beyond single-channel strategies,” adds Jacobson. “And while running video ads across many channels, including DOOH, is not new, the path to planning and activating across multiple channels can be fragmented. Perion’s Anyplace TV represents a significant step forward in this evolution to streamline the advertiser experience.”
Our Take:
Jacobson’s quote is interesting. Fragmentation is increasingly challenging for advertisers as it creates issues with data, transparency, and measurement. Additionally, from a purely operational and management perspective, fragmentation is difficult and is likely one of the most frustrating issues advertisers and agencies have to deal with on a day-to-day basis. There are too many platforms and vendors.
This announcement seems to address fragmentation on both the customer journey side (more seamless omnichannel experience) and the advertiser management side, allowing CTV ads to be easily extended to DOOH through a single provider, Perion. Another major announcement over the past week—the Innovid and Mediaocean deal—also highlighted fragmentation. It will be interesting to see if fragmentation, tackled through better technology, AI, or M&A, becomes a central topic in 2025. It always is, but perhaps not so much on the end-user friction side.
