Print and digital publishers have a new rival with the growth of digital out-of-home advertising.

This week Australian cable and streaming TV company Foxtel announced it had scored more than two million impressions in a programmatic campaign for its Wentworth series.

The campaign took more than 86 per cent of all billboard and inventory available programmatically in the country, resulting in 2,074,136 impressions nationally, according to supply-side platform Hivestack.

The campaign used large format and retail screens through Hivestack across seven media owners including QMS Media, Shopper and Val Morgan Outdoor.

Stats show the campaign reached 3,901 screens; billboard advertisements secured 438,500 impressions (21.14 per cent of the total), street furniture 31,246 (1.51 per cent), and mall screens 1,604,391 (77.35 per cent).

Mindshare group investment director Guillaume David says programmatic is “redefining the planning capabilities” of DOOH.

Foxtel had been willing to take risks and explore new ways of implementing their offline activity to make an impact. “A takeover like this hadn’t been before in Australia and took a great deal of collaboration with Hivestack to co-ordinate the buy across all the vendors,” he said. “What we achieved together was a real testament to the client’s vision and the strength of our partnership.”