Manila, Philippines – In a bid to ascertain a data-driven approach in the Philippine out-of-home (OOH) industry, programmatic OOH company Moving Walls and the Out of Home Advertising Association of the Philippines (OHAAP) had recently signed a memorandum of understanding (MoU), entailing OHAAP to utilize Moving Walls’ platform to step up measurement, transparency, and accountability for OOH.
The agreement will enable OHAAP member companies owning billboard panels, LED screens, and other outdoor advertising platforms to have a valuable and easily accessible audience measurement, which makes planning static and digital sites easier, and provide the weight necessary to justify OOH ad spends.
Furthermore, members will be able to plan static and digital OOH (DOOH) campaigns more holistically while adopting a data-first approach to its programmatic campaigns with advanced capabilities such as dynamic ad-content serving, audience retargeting, use of various triggers such as weather and time-belting.
“Having a common currency makes the medium more responsible. Advertisers know exactly what they are spending for and this helps to generate trust. Location Intelligence strengthens the OOH media platform as an effective media channel, which aligns it to other measured media such as TV, Radio, Print, and Digital. This agreement ushers in the era of digital and uplift the profile of the OOH industry and deliver substantial value to clients of various revenue sizes,” according to Alex Montanez, chairman at OHAAP.
The development is also seen as a positive reinforcement of the goal of the Media Specialists Association of the Philippines (MSAP), establishing a common OOH currency using the ad-tech company’s data. Previously, Moving Walls had also teamed up with MSAP for OOH measurement solutions.
OHAAP President Ramil Gutierrez comments, “The OHAAP Board is delighted to partner with Moving Walls Philippines to provide OHAAP members with transparency, accountability, and measurability to its campaigns through the use of location intelligence. It’s about time our members level up the playing field and experience the full potential of planning and buying OOH media.”
By connecting to Moving Walls network of 35,000 global connected sites, member companies will be able to plan Outernet campaigns in an automated manner as the platform enables the collection of location intelligence data for both static and digital outdoor media sites.
“We are moving forward into digital transformation and we at Moving Walls commit to further support OHAAP and its members not just with data but also with advanced capabilities needed to future-proof itself,” said Norman Davadilla, CEO of Moving Walls Philippines. “Our next step in planning is to onboard OHAAP members, equip and enable them to understand and utilize the Moving Walls tech stack,” Gutierrez adds.
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.
Online video consumption reached new heights as a majority of people were forced to spend a greater amount of time indoors. According to Limelight’s State of Online Video 2020, viewers spent almost eight hours per week consuming various types of online video content.
In Southeast Asia, a majority of this growth is being driven by mobile video consumption. No surprise then, that mobile video advertising spending grew by 65 percent in this region.
Premium video advertising’s popularity continues to soar. According to Verizon Media’s Video Advertising Study in January 2020, two-thirds of marketers said that video will continue to offer a higher return than other ad formats.
OTT and short-form social video are the platforms of choice for a majority of video consumers today. But there is another platform that offers marketers with an avenue to reach consumers with premium video content outside of the internet: Digital Out-of-Home (DOOH) media.
DOOH screens are now present across every possible consumer touchpoint outside the home. There are now millions of public screens installed in venues like shopping malls, transit hubs, bus shelters, office buildings, residential lobbies, and more. This is in addition to the roadside and building facade screens that have been replacing static billboards.
DOOH ads have not traditionally been considered part of video marketing budgets but it is now starting to achieve a scale of presence and automation that will enable it to challenge for a share of the pie. The following is a summary of the biggest shifts happening in this space.
More than Just Billboards
Enough has been said about the impact of pandemic-battling lockdowns on the outdoor advertising industry. One good thing to come out of this was that it pretty much forced the hand of industry stakeholders to embrace data and technology to change the narrative around DOOH media.
By embracing dynamic movement data, DOOH providers are now able to show the potential of audiences exposed to the site for upcoming campaigns. One of the trends that emerged during some forms of lockdowns was that people were still moving about but these journeys were taking place closer to home, where they would still come into contact with some form of DOOH screen.
This repositioning exercise showed marketers that DOOH screens are ever-present and that there are opportunities to reach audiences with video assets in contextually relevant environments like grocery stores.
Growing Availability of Programmatic DOOH Solutions
While DOOH screens have been available for quite some time now, it is only possible to consider them for premium video campaigns when the inventory is accessible at scale.
Advertising technology solutions that make automated buying and selling of DOOH inventory possible are now mainstream and the connected assets are available for buyers to activate from anywhere in the world alongside other digital video platforms.
Digital marketers are now starting to leverage the unique characteristics of DOOH as a video advertising platform. For example, DOOH ads are always 100 percent viewable and make a bigger impact simply due to its large physical presence.
For example, this Snickers Hunger Bars Campaign in Kuala Lumpur, Malaysia amplified an online campaign by featuring real user-generated content on premium digital billboards.
Non-Traditional DOOH Screens Lead Shift to Impression-Based Buying
Large digital billboards, which basically replaced static billboards in the same locations, heralded the arrival of DOOH media as a marketing channel. However, it is the incredible growth of indoor digital screen networks that have helped it achieve the scale it has now.
Traditional billboard media owners were just that – media owners. Today, any physical establishment that has installed a digital screen can become a DOOH media owner. This could be an independent gym owner with one screen or a nationwide supermarket network with 10,000 screens across their locations.
The interesting thing about these non-traditional media owners is that advertising revenue was not the primary goal of their screen installations. They were installed to enhance communication with the establishment’s visitors or even engage them with entertainment content.
There is now a growing trend of these players partnering technology providers to equip their screens with programmatic ad-serving technology to make the space available to potential video marketers.
A recent example of this in Southeast Asia is a medical supplier in Indonesia who installed hand sanitizer stations in retail spaces that now double up as advertising screens. Another is a smart vending machine operator in Singapore whose screens can now serve contextual video advertisements when not being used to purchase a product.
Delivering Incremental Video Reach
Since DOOH screens are present outside the home, they don’t directly compete for audience attention with personal screen time. They are also non-intrusive as they are not consumed at the beginning or in-between other video content.
Cross-media planning tools can now ingest DOOH audience data and available inventory information to identify opportunities to allocate an effective portion of video spends to deliver incremental reach. With the growth of new screen networks, the potential DOOH media reach now surpasses broadcast and cable TV in some cases.
These critical developments – positioning of DOOH as a video medium, availability of data, and automation technology, along with the scale achieved by non-traditional advertising screens – could not have come together at a better time. As global markets reopen and screen-fatigued consumers start going outdoors again, DOOH will be more visible and impactful than ever. Now marketers have the right tools to run effective ‘video outside’ campaigns as well.
Kuala Lumpur, Malaysia – LMX, the supply-side arm of media company Moving Walls has partnered with Australia-based ad platform CAASie.co in accelerating automated and audience-driven out-of-home (OOH) advertising.
Through the collaboration, both companies are bringing their end-to-end OOH of home buying experience to SME and agencies. LMX will enable CAASie.co’s self-serve OOH marketplace and provide advertisers with global access to an inventory of more than 35,000 screens across Southeast Asia.
LMX provides a full sales automation and delivery stack to OOH media owners and its supply-side platform (SSP) called ‘LMX Connect’ will be integrated with CAASie.co’s self-serve demand-side-platform (DSP) to enable flexible budgets and durations to SMEs and agencies buying OOH advertising.
CAASie.co is keen to bolster a fully self-serve digital OOH (DOOH) experience, making on-demand access to outdoor assets more flexible and accessible with a strong dedication to merging digital marketing and OOH advertising. The collaboration will allow both companies to scale their offerings across multiple markets and drive adoption of DOOH from buyers who have traditionally shied away from the format.
For Srikanth Ramachandran, founder and CEO at Moving Walls, LMX’s prime objective since its establishment was to enable screen asset owners to connect to multiple DSPs while remaining in control of inventory allocation and pricing.
“CAASie.co’s vision of making audience data-driven media buying for OOH possible aligns with LMXs own vision. The partnership will connect Australian advertisers to LMX clients around the world, while opening doors for LMX to be adopted by Australian media asset owners,” Ramachandran stated.
Meanwhile, Jeff Jaraved, co-founder at CAASie.co, commented that the company had great success opening up access to out-of-home for both small businesses and agencies, as they believe that these folks have generally stuck to online digital formats for their marketing, almost entirely because outdoor was simply inaccessible to them.
“The fact that anyone can come in and self-serve their ads on the billboard or bus shelter down the street is huge. Our partnership with LMX allows us to tap into a whole new part of the globe, which I’m sure will be very exciting for our users,” Jaraved stated.
The Moving Walls group has recently established independent offerings for both the buy-side and the sell-side stakeholders. To advertisers and media agencies, they provide cloud-based planning and analytics for all forms of OOH media powered by a multi-sensor location data platform. To screen asset owners, LMX equips them with inventory management and sales automation tools.
Manila, Philippines – The Philippine arm of adtech Moving Walls has teamed up with the Media Specialists Association of the Philippines (MSAP) to create measurements, transparency, and accountability strategies for the growing out-of-home (OOH) industry in the Philippines.
The partnership will utilize Moving Wall’s OOH programmatic platform ‘Moving Audiences’, allowing member-agencies of MSAP to plan static and digital OOH (DOOH) campaigns more holistically while adopting a data-first approach to its programmatic campaigns in this new currency for OOH.
First introduced in 2019 at the MSAP M-Possible media congress in the Philippines, the platform enables the collection of location intelligence data for both static and digital outdoor media sites, which builds a strong foundation of measurement and accountability. Media planners and buyers will be able to plan ‘outernet’ campaigns in an automated manner, gaining insights from around 35,000 sites globally while measuring campaign effectiveness in real-time.
“Both organizations recognize the current media landscape as well as the challenges faced by the industry, which include fragmentation of OOH and its perceived difficulty to prove ROI like its online counterpart. To address these challenges, automation & data, now considered the ‘push factor’ is needed to build a future-proofed outdoor industry,” both parties said in a press statement.
Furthermore, the programmatic OOH platform is capable of dynamic ad-content serving, audience retargeting, use of various triggers such as weather and time-belting.
According to Norman Davadilla, CEO of Moving Walls Philippines, the partnership is part of the company’s commitment to creating a ‘common currency’ for outdoor media planning and buying in the Philippine market, where OOH planning and buying have continued to be siloed.
“Our tech stack provides MSAP member-agencies with quick access to location data, plan and execute campaigns and provide their clients with post-campaign reports hopefully bridging the gap that should result in transparency and accountability of outdoor media spends. Ultimately, MSAP and Moving Walls are future-proofing a key media channel in the Philippines,” Davadilla stated.
“Our partners’ digital screens are strategically located in Metro Manila and key cities having a combined inventory of 244 digital screens, on average serving 500,000 impressions per screen,” added Davadilla.
Meanwhile, Moving Walls Philippines is in discussion to extend its supply-side subsidiary platform to outdoor media owners who are members of the Out of Home Advertising Association of the Philippines (OHAAP). The Moving Audience Registry and Moving Audience Content, both used to onboard media owner sites and automate their content management system (CMS) will ensure OOH inventories are available to MSAP member-agencies.
“The MSAP Board is delighted to partner with Moving Walls Philippines to accelerate the adoption of new technologies that ensure not just measurement and accountability but also automation. Many clients have been looking forward to newer ways of planning and buying OOH media and incorporating audience location data is truly an innovation for the industry,” said Michael De Castro, president of MSAP.
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