Tag: Moving Walls

Malaysia – Moving Walls, a global outdoor advertising enterprise software provider, has entered into a partnership with Adsmovil, a Media Tech company that offers advertisers an audience-first platform for programmatic buying for the Hispanic market in the United States, Latin America, Spain, Portugal, France and Turkey.

Through this partnership, Adsmovil OOH, a specialized entity, has launched an OOH tech solution that is powered by Moving Walls. The solution includes fully customized buy-side and supply-side tools that bring advanced OOH inventory and campaign management tools to Latin American markets.

Several media agencies, advertisers, and media owners in the region have already started using the software, which comes with an integrated OOH audience measurement solution. The Adsmovil OOH team have already deployed the technology with monthly impressions available across screens in Brazil, Colombia, Chile, Mexico, and Peru with other markets to follow. 

According to Statista, OOH budgets in Latin America will grow from $960m in 2021 to $1.47b by 2024. Meanwhile, eMarketer also notes that Latin America will outpace the world in digital advertising spending growth – 14% vs the 10.5% global average. 

According to Alberto Pardo (“Banano”), Founder and CEO of Adsmovil, “Latin America is not just one population, but 32 entirely different realities. We chose to partner with Moving Walls so that we could create a customized solution to address these local differences.”

Srikanth Ramachandran, Founder and Group CEO of Moving Walls, added that such a partnership is ideal to scale quickly in a new region. “Adsmovil is already the leading digital advertising solution provider in this region. With this partnership, automated OOH advertising will compliment their Connected TV solution, which is seeing great adoption.”

Malaysia – The Outernet Marketing Innovation Group (OMIG), a regional industry initiative spearheaded by global ad-tech company Moving Walls and The Association of Advertising and Marketing Singapore (AAMS), has announced the release of an open-source document which encapsulates OOH audience measurement with a particular focus on the concept of the impression multiplier. 

This builds on the success of the first OMIG initiative where more than 30 brand marketers contributed to an industry playbook for incorporating data and technology into Out-of-Home (OOH) media campaigns. The latest group is formed by leaders from the buy side who are responsible for shaping product and innovation strategies within their organisations.

This open-source document encompasses fresh ideas, thought leadership and crucial discussions centred around OOH audience measurement. It serves as an important first step in providing a baseline framework for OOH media owners to provide audience measurement that aligns with advertiser expectations. 

Commenting on the framework, Memo Moreno, vice president of the Media Specialists Association of the Philippines (MSAP) and managing partner at Mindshare, said that “The DOOH Impression Multiplier Framework is an enabler to advertisers and media agencies in making data-driven decisions when it comes to OOH placements. It removes the guesswork. It moves us from an old school measurement system to more relevant, real-time and actionable ways of working.” 

“This is an exciting step towards developing an industry-recognised measurement for OOH. The methodology and data sources are robust and well thought through. With sufficient campaigns to show efficacy, this should allow advertisers and media planners to make more informed decisions on their OOH mix and investment,” said Elaine Poh managing director of Domestic Business at Publicis Media.

Meanwhile, Craig Harvey, head of research at Mediabrands APAC, said, “The evolution from Opportunity to See to Likely to See, or Attentive Reach, is aligned with how media agencies are now looking at the value of impressions. As an industry having 100% transparency- on our metrics is highly important.” 

“In today’s media environment brands are spoiled with choices. Committed outcomes are becoming a norm. Brands are consistently looking to optimize their media investments with better-performing channels. Outcome measurement is at the center of decision-making. It allows brands to understand how their campaigns are performing and, as a result, reduce wastage and increase outcomes. For Programmatic DOOH to continue growing, the industry needs to define measurable KPIs and track outcomes to improve advertiser trust,” opined Nitin Kumar, chief investment officer at GroupM Vietnam.

Melanie Lindquist, MD for APAC at Talon OOH echoed that “The measurement of OOH is a continuous pursuit to provide consistent, data-backed proof of OOH (and DOOH) effectiveness in the media mix. AAMS’ industry collaboration, including publishing of this type of best practice documentation, is a step in the right direction for unified and validated OOH measurement in Singapore.”

“OOH has historically been bought based on traffic data, size and perceived premium value of the location. With the advent of digital screens, more advertisers are exploring these as an extension to their video campaigns. However, the bottleneck in such decision-making is accountability as advertisers want to know the impact of the campaign on their target audience. There needs to be a robust and standardised DOOH monitoring system that will allow the buy side to look at DOOH as an integrated and strategic media platform in achieving an incremental audience base. This is a first step towards that, ” said Avinash Sahu, head of media intelligence & investments at Entropia. 

“This framework marks a pivotal step forward in advancing the reliability, accountability, and effectiveness of DOOH in the digital ecosystem. Embracing a unified currency and industry-wide measurement standard for DOOH allows advertisers and media agencies to make data-driven decisions, while fostering transparency and trust,” remarked Micaela Soyza, head of Matterkind Malaysia.

This implementation of recommended measurement models laid out in this framework is envisioned to improve trust among advertisers so that they are able to plan and execute Programmatic DOOH campaigns across multiple media owners who are providing impression data from industry-verified sources.

With full-fledged outdoor engagement now back on track, out-of-home advertising has also seen itself resurrected. Brands are once again going ‘outside’ after an endured period of highly-digitised communication with consumers. After all, brands need to be where consumers are, and in this post-pandemic period, they are out and about, ever so ready to unleash their pent-up social energy. 

In Indonesia, we see the realisation of this through a local bottled mineral water brand, AQUA. 

The brand, just like many, has once again activated the playbook on programmatic DOOH and, just recently, situated itself in attention-grabbing events such as the Citayam Fashion Week, to bolster its visibility to audiences and solidify the brand as a wellness brand. 

Tapping the DOOH strategy anew is only one step ahead; as brands, such as AQUA, rediscover their footing in outdoor promotions, they would need targeted and strategic data to know where to place and manoeuvre their DOOH ads. 

In its partnership with media technology company Moving Walls, the AQUA brand, in a previous campaign, forged its strategy and direction for its DOOH endeavour, successfully placing itself in front of consumers – at the right place and time.

The Challenge

AQUA, the leading bottled mineral water producer in Indonesia, wanted to promote hydration and position itself as a wellness brand. The challenge was also to stand out during the Citayam fashion week by captivating street fashion enthusiasts and creating effective brand awareness.

The Objective

AQUA came up with the hashtag #AQUADULU meaning ‘Water First’ which they thought will catch on with millennials. They used it to maximize brand awareness in a highly personalized manner by promoting their bottled water while calling on audiences to stay hydrated outdoors during the Citayam fashion show.

The Solution

AQUA supercharged its on-ground marketing by adding a programmatic digital out-of-home (DOOH) campaign featuring the captivating tagline #AQUADULU. The campaign used dynamic content tailored to real-time weather conditions, ranging from sunny skies to unpredictable weather patterns, making it a true standout in the advertising world. 

AQUA capitalized on Citayam Fashion Week, an impromptu street fashion event popular among Jakarta millennials by promoting their messages on a moving LED truck. By solely exposing the audience to the LED-powered truck, AQUA effectively captured their attention and engaged them with the campaign.

Utilizing data from the Moving Audiences DOOH platform, key locations for AQUA were identified, and a truck fitted with an LED screen was deployed to circulate those localities. The truck showcased dynamic, contextually relevant creatives, tailored to the temperature of each location, accompanied by a QR code for audiences to scan. To further maximize the campaign’s programmatic capabilities, activations occurred only when reached 30 degrees Celsius.

The Results

AQUA’s digital out-of-home (DOOH) campaign was executed over a month and proved to be a great success in Indonesia. The campaign was able to reach over 1 million unique individuals and delivered 2 million impressions throughout its route. The campaign reached the desired demographic, with over 50 per cent of those in the vicinity of the campaign belonging to the 18 to 34 age group.

The campaign effectively utilized dynamic creatives for DOOH, with the sunny creative being displayed more frequently during the campaign period (13/06/2022 – 12/07/2022), owing to the weather conditions being predominantly sunny with low rainfall during the times when the content was being showcased (noon and morning). The creatives were thoughtfully designed with a more simplistic approach to favour sunny content, resulting in a higher playtime for these creatives.

Tokyo, Japan – Media technology group Moving Walls and local OOH company jeki have teamed up to launch the platform ‘MASTRUM’ to automate out-of-home (OOH) advertising across the country. This follows a previous partnership between the two companies to see jeki’s advertising screens being activated.

‘MASTRUM’ is an impression-based digital OOH advertising platform that provides ad space trading, ad serving, and programmatic DOOH advertising to meet domestic and international demand. 

This will enable highly efficient, high-value-added buying of digital signage and other types of OOH advertising across Japan. Moving Walls has also customised jeki`s implementation to ingest first-party data that will be used for planning and effectiveness measurement.

With this launch, jeki plans to expand the scope of media they handle to include other railways and outdoor media. The Moving Walls platform includes solutions for the buy side – planning, activation, and campaign measurement. The company also provides supply side solutions including inventory and campaign management through their subsidiary Location Media Xchange (LMX).

According to Ryoji Akaishi, president and representative director at jeki, they selected Moving Walls as their ideal technology partner to create a large marketplace for all types of OOH.

“By customising Moving Walls’ platform, jeki will be able to offer new services based on its long-accumulated expertise in transportation advertising and its unique perspective. We aim to become one of the largest marketplaces in Japan with an abundant inventory while networking nationwide, including OOH in the city, beyond the railroad domain. We also believe that through the automation of advertising transactions we can provide opportunities for efficient and visible advertising transactions,” Akaishi explained.

Meanwhile, Srikanth Ramachandran, founder and group CEO of Moving Walls, commented, “We are very proud that Moving Walls has been chosen as the technology platform to help launch what will be jeki’s largest automated ‘all-OOH’ market.” Moving Walls has created a dedicated project team to localise and customise our technology, including delivery on a private cloud instance, guaranteeing the highest level of service to jeki.”

Johannesburg, South Africa – Global outdoor advertising technology provider Moving Walls has partnered with digital marketing and communications firm Dentsu Africa to launch a full-stack Out-of-Home (OOH) adtech platform across multiple markets in the continent.

Through the partnership, Dentsu Africa will be launching a DOOH tech solution powered by Moving Walls, including a supply-side platform that is targeted at aggregating OOH inventory information and connecting media owners in the continent to advanced inventory and campaign management tools.

With this, advertisers can leverage advanced DOOH activations and measurement capabilities from a single platform. The solution is also set to launch in three of the largest African markets with a series of pilot campaigns for leading brands.

Alex Tutu, regional director at Dentsu Location Services, commented on the partnership. 

“With their global scale and platforms that address the entire ecosystem, Moving Walls is the ideal partner to launch these new DOOH capabilities for our region. It is especially important that this is a tech solution that allows for flexible customisations for the different markets we are launching in,” he said.

Srikanth Ramachandran, founder and group CEO of Moving Walls also added that the partnership is ideal for quickly scaling solutions to a region where OOH remains fragmented.

Ramachandran added, “Our platforms have been battle-tested in regions where even neighbouring countries have vastly different OOH ecosystems. By launching this solution with Dentsu, some of the largest advertisers across Africa will be able to transform how they run OOH advertising.”

Moving Walls’ supply-side arm Location Media Xchange (LMX) and strategic sales partner Mizet has also recently entered a partnership with Pyxis to launch a new retail DOOH screen network in the United Arab Emirates.

Tokyo, Japan – Adtech solutions provider Moving Walls and local OOH company jeki have teamed up to see jeki screens light up across Japan as the country caters to an influx of inbound and outbound demand on a global scale.

The partnership will build and strengthen a seamless system to meet a growing demand for media assets. Moving Walls will leverage itself as a global media solution partner to bring global buyers to jeki media. 

Meanwhile, jeki will have access to a global network of clients from which they can tap into global and regional digital budgets to execute campaigns in Japan. Jeki will also work with Moving Walls to run overseas campaigns for Japanese clientele.

Srikanth Ramachandran, group CEO and founder at Moving Walls, said, “This is a historic partnership for Moving Walls. We are proud to partner with a forward thinking and innovative media owner such as jeki – whose ideals for both Japan and beyond are admirable. This is the first of many more steps to come.”

Meanwhile, Atsushi Takahashi, managing director and CDO of jeki, commented, “Jeki noticed the increasing momentum of Japan-bound tourism in Southeast Asia with the easing of Corona-related entry restrictions. We are confident that networking OOH in Southeast Asia will be a powerful boost for our clients, especially as we specialise in tourism promotions for local governments and other clients throughout Japan.”

Jakarta, Indonesia – Local mineral water brand AQUA has teamed up with media technology group Moving Walls to launch a digital out-of-home (DOOH) campaign, which maximises programmatic capabilities and changes in weather patterns.

Launched in two phases across four weeks, AQUA using the tagline #AQUADULU, a hydration reminder campaign deployed a DOOH campaign that was triggered by multiple weather conditions ranging from hot climes to unstable conditions. 

The first phase saw commuters being reminded of the need to drink up and stay hydrated as temperatures soared in the metropolis. This was the first time that the brand harnessed the powers of API Weather targeting from a moving truck.

During the last week of the campaign, a truck powered with LED screens exclusively showcased multiple AQUA creatives that changed as temperatures fluctuated. Three different creatives were used for the working weekdays while a different set of creatives caught the attention of onlookers during the weekend. This contextually relevant content ensured that creatives were impactful and relevant, meeting consumers where they were.

AQUA also made use of the Citayam Fashion Week, an impromptu street fashion event that coincided with the campaign. The Citayam Fashion Week is a phenomenon where teenagers throng to public places in Jakarta to make a fashion statement. The LED screened truck was strategically placed at the Sudirman train station which became an instant hip and fashionable backdrop for the posers.

Jonathan Andre Widjaja, supply lead at Moving Walls Indonesia, said, “The future of OOH is data-driven campaigns. Campaigns that are creative and deliver highly relevant content directly to the target audience. Digital transformation and technological advancements in out-door advertising has made it possible to leverage robust, granular-level data to plan and execute high-performing campaigns such as these.”

Meanwhile, Intan Andini, senior digital manager for AQUA at Danone, commented, “In all #AQUADULU campaign that we’ve done in digital, this LED programmatic innovation allows us to create highly personalised creatives and bring us closer to our consumers in any relevant occasions. To always adapt our way in reaching our consumers has always been the key to get the result beyond measure.” 

She added, “Leveraging this approach gives us the best result possible with +2Mio views in high traffic areas in Jakarta in less than a month. This enable us to keep reminding people to drink #AQUADULU especially during this constant change of weather season and recently being seamlessly present at one of the most phenomenal cultural events, Citayam Fashion Week.”

Manila, Philippines – Building on their recent partnership agreements in Indonesia and Malaysia, media investment company GroupM and global outdoor advertising technology provider Moving Walls have partnered anew to bring automation and accountability to Digital Out-of-Home (DOOH) advertising across the Philippines.

The latest collaboration enables GroupM Philippines’ agencies to leverage Moving Walls’ Moving Audiences, an end-to-end audience data-driven planning, buying, and verification solution for DOOH media. Moving Walls has developed a comprehensive technology stack including a DOOH planning tool that predicts audiences based on the most recent movement trends. The Moving Audiences platform has already been used to execute campaigns for multiple GroupM clients.

According to Moving Walls, a majority of DOOH inventory in the Philippines is already connected to this ecosystem by Location Media Xchange (LMX), the supply-focused subsidiary of the Moving Walls group. 

Yasmin Mallari, chief investment officer at GroupM Philippines, stated, “There is no doubt that DOOH’s role in the omnichannel mix will continue to grow as the potential reach of this medium is now across locations where consumers commute, work, eat, reside, and more. Brand investments will also grow when there is accountability around where the ads are being served and how campaigns perform. This partnership enables us to enrich our suite of offerings in DOOH planning and extend further measurement capabilities to our clients.”

Meanwhile, Norman Davadilla, CEO of Moving Walls Philippines, highlighted how this partnership will continue to transform DOOH media in the Philippines. 

He said, “Philippines is a regional DOOH leader where both the buy and sell side industry associations have launched initiatives to implement common measurement standards. We have partnered GroupM in other markets and are excited to extend these capabilities to brands in the Philippines.”

The partnership with GroupM comes less than a year after Moving Walls partnered with the Out-of-Home Advertising Association of the Philippines (OHAAP) to scale the data-driven OOH industry in the country for further growth.

Manila, Philippines – The Media Specialists Association of The Philippines (MSAP) and ad-tech player, Moving Walls, have partnered to launch the ‘Video Outside’ playbook to share their knowledge and provide guidance on how to extend video advertising to the real-world using billboards and placed-based Digital Out-of-Home (DOOH) media.

In digital, video has become the most popular and engaging form of content with the world’s largest advertising spenders relying on premium video formats to reach audiences. We are now seeing video advertising extend to DOOH with more venues covered by digital panels from traditional roadside billboards to in-mall signages.

Video in the ‘real world’ offers several benefits that TV or mobile videos can not – higher reach than TV and greater brand safety than online – all with targeting and measurement capabilities that digital advertising offers.

According to Jam de Guzman, president of MSAP, the partnership between the association and Moving Walls Philippines has created measurement, transparency and accountability across the Philippines OOH landscape.

“We already know that video is the most popular form of digital content that is consumed across Social, Over-the-Top (OTT) media services, and the internet. Extending this to locations ‘Outside-the-Home’ presents an untapped opportunity to reach new audiences,” De Guzman said.

The initiative was launched by former president Michael de Castro, whose stellar leadership and guidance helped accelerate the adoption of new technologies that ensure measurement, accountability and automation. With the ‘digital-like’ planning capabilities in place for the Filipino Digital OOH scene, the medium’s full potential can now be realised.

This playbook will take marketers through a step-by-step guide to building a successful video outside campaign in the real world and help marketers and advertisers learn how to leverage non-intrusive, brand-safe, and measurable advertising on physical screens.

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.