United Arab Emirates Moving Walls Group’s supply-side arm Location Media Xchange (LMX) and strategic sales partner Mizet has entered a partnership with Pyxis UAE. 

The partnership will see the launch of a new retail Digital Out-of-Home (DOOH) screen network equipped with ‘best-in-class’ content management technology. The network will be built with programmatic ad-serving capabilities including connectivity to the world’s largest digital advertising platforms.

Moreover, the partnership also aims to launch a new network of Out-of-Home (OOH) place-based screens in the Middle East. This network will provide its clients with a new tool for reaching consumers, and will feature state-of-the-art technology, and high-quality displays throughout the region.

“With the growing demand for Programmatic and dynamic DOOH campaigns, choosing a CMS that comes with these in-built capabilities is crucial to the success of any advertising business. We also believe in having the most capable local partners to ensure effective deployment and ongoing support for such a project since it spans across so many locations,” said Srikanth Ramachandran, founder and CEO of the Moving Walls Group

Pierre Breton, manager at Pyxis also commented on the partnership.

“As a DOOH business in UAE, LMX, together with the BrightSign media players, provide us with the perfect system that adapts reliably to all the schedules our clients impose on us. LMX helps us to meet all our customers’ needs on time. We are pleased to have signed this long-term contract with them,” he said.

Miz Rahman, co-founder and CEO of MIZET, also shared his thoughts on the new partnership.

“We are proud to have partnered with LMX to spearhead the integration of the LMX CMS on BrightSign hardware. Our long term partnership with Pyxis in Abu Dhabi has enabled this DOOH network to be the first network to have launched with the new release by LMX,” he said. 

Previously, Moving Walls partnered with Japanese OOH company jeki to meet the region’s demand for media assets.

Singapore – Location Media Xchange (LMX), the supply-side technology arm of the Moving Walls Group, has announced the launch of a complete Revenue Management suite for Out of Home (OOH) media owners. The product revelation happened as the industry’s leading stakeholders converged at The World Out of Home Congress Toronto 2022. The company is offering a no-obligation 90-day trial for media owners to experience the platform.

OOH’s global renaissance has continued into 2022 after sharp drops during the peak of the Covid-19 pandemic. Several factors, including increased travel activity, and the growing interest in Programmatic Digital OOH advertising, contribute to this.

OOH media owners now handle multiple sales channels – direct brand relationships, agency-managed spends, programmatic or automated media buys, and even online campaign bookings. Allocating inventory in an efficient manner is critical because unlike digital publishers who own virtual space, OOH media owners own physical assets that consume fixed costs like electricity, internet fees, maintenance, and more.

The expansion of OOH buying methods also means that the inventory is now consumed in a variety of ways – loop based, event based, audience based, impression-based, and so on. Maintaining up to minute availability information, understanding utilisation, and prioritising sales channels is just not scalable if done manually.

According to Mandakini Negi, co-founder of Moving walls and global head of LMX, “It is difficult to improve what you cannot measure. OOH media today is bought and sold in several ways and media owners who have a handle on inventory utilisation and demand trends across all their media sites in real time will be able to make decisions that improve their revenues.’’

The LMX Revenue management suite solves this by providing an online platform that connects traditional, programmatic, and other forms of campaign booking information in one place. The platform seamlessly connects to native and third party applications like the content management system or the accounting system by the media owner.

Gautam Bhirani, MD of Eyetalk Media Ventures India, commented, “Our network of screens spans across multiple locations. Just as the content on these screens is managed centrally, we require a system to understand live availability, build proposals, and accept campaign requests in an automated manner. The LMX suite does all of this from one application.”

Meanwhile, Eddie Song, MD of Laguna De Bay Malaysia, says that Integrating DOOH screens into the programmatic ecosystem is just the first step. He adds that just like digital, they need to make sure their inventory is visible and accessible to multiple demand partners. LMX Connect provides its network with the ability to transact with omnichannel and specialist Demand Side Platforms locally and globally.

LMX already works with more than 200 media owners across the globe including Southeast Asian markets namely Singapore, Malaysia, Indonesia, Thailand, Philippines, and Vietnam. The platform supports all kinds of media owners who use it to manage different parts of their business.