Singapore – The island nation of Singapore has long been well-known as a haven for food lovers, with dining out being a large culture among Singaporeans who can choose from a wide variety of food courts. Tapping this large local ‘foodie’ culture is the latest endeavor tackled by the project of cooked food operator Kopitiam and the Association of Advertising and Marketing Singapore (AAMS), alongside its technology partner Moving Walls.
Said project, known as an ‘Industry Standard Measurement Project’, aims to bring accountability to Food Court advertising by deploying Moving Walls’ patented audience measurement to accelerate the adoption of technology on these media assets.
AAMS is currently championing an industry-wide regional Outernet media measurement initiative with Moving Walls. The project, through measuring physical location and people’s movement, powers planning, selling, verification, and re-targeting audiences using location-based Outernet media, has hit the ground running with the launch of its Outernet Marketing Innovation Group (OMIG) initiative.
For Bernard Chan, CEO of AAMS, said initiative is targeted to help open up untapped media segments in this space in response to increased demand for measurable media outside the internet world.
“Kopitiam has one of the largest footprints in various food services formats, and its participation in this project will be a big boost to our efforts. Outernet digitalization is going to be a game changer for the industry,” Chan stated.
Meanwhile, the project will also entail the implementation of a research layer using a synchronous mobile layer to understand the impact of this media, according to Srikanth Ramachandran, founder and group CEO at Moving Walls.
“Our patented solutions analyze these food courts to build a predictive forecasting of total potential views, unique reach, and frequency based on historical data points,” he added.
In terms of commitment, Vivek Kumar, director of strategic marketing and omnichannel monetization at FairPrice Group, their company commitment leans towards data-backed targeting and extended outreach to their partners.
“As part of FairPrice Group Media, the food media network of Kopitiam is an effective medium that not only reaches people like me who are ‘food lovers’, but can also help advertisers reach hyper-local communities to offer relevant products and services,” Kumar stated.
This is also seconded by Pauline Png, head of customer experience and marketing for FairPrice Group Food Services Business, who said that as part of the company’s business transformation journey in the food and beverage industry, it is important that they can understand their customers’ needs and experiences better in various food spaces, be it in mall food courts, coffee shops or hawker centers.
“This project with AAMS’ technology partner Moving Walls is a step in the right direction. I am excited to be able to develop superior experiences, food offerings, and communication that will delight our customers, tenants and partner brands,” Png concluded.
