Digichive Selects LMX to Enable Automated DOOH Advertising on NAIA Screens

Location Media Xchange, a pioneering independent advertising technology business and supply-side platform, has announced a strategic collaboration with Digichive Philippines Corporation (DPC). DPC is the official advertising concessionaire for several major airport terminals in the Philippines, including Ninoy Aquino International Airport (NAIA) Terminals, Clark Lipad International, Bacolod-Silay Airport, and Kalibo International Airport. This alliance intends to make it easier to activate a variety of campaigns, including programmatic guaranteed, open exchange, and private marketplace transactions.

Digichive’s advertising inventory has been integrated into the Location Media Xchange (LMX) supply-side platform (SSP), providing advertisers with programmatic advertising alternatives and improving the overall airport experience. This venture introduces the Philippines’ first indoor programmatic-enabled screens.

Digichive Philippines Corporation was formed with the goal of enhancing out-of-home (OOH) advertising by adopting new technology, creative advertising formats, and long-term solutions. Digichive’s agreement with Location Media Xchange enables it to serve demand-side platform (DSP) buyers such as Google’s DV360, Trade Desk TTD, and MAX.

Norman Davadilla, CEO of Moving Walls Philippines, expressed anticipation for the implementation of programmatic advertising at Ninoy Aquino International Airport, citing the flexibility it provides in terms of audience targeting, measurement, optimization, and data-driven real-time playout. Davadilla feels that this project would improve the airport experience and expand NAIA’s airport media area to accommodate additional companies and partners.

Ann Margaret Ngui, VP Sales of Digichive Phils, highlighted her excitement about the strategic collaboration with Location Media Xchange, highlighting the possibility to use LMX’s superior technology and expertise to improve their goods and services. Ngui believes that this relationship will promote both sides’ growth and innovation, hence enhancing their competitive position.

Digichive and Location Media Xchange have created the first Programmatic Guaranteed (PG) campaign at NAIA International and Domestic Terminal 3 Pre-boarding LEDs using Google DV360. This continuous campaign is being run by a digital firm for a BPO company.

Digichive now provides a variety of advertising formats at NAIA airport, including light boxes, LED displays, sticker wraps, banners, push carts, carousel belts, promotional booths, and outdoor digital signage.