Media investment company GroupM and global outdoor advertising technology provider Moving Walls have partnered to bring automation and accountability to digital out-of-home (DOOH) advertising in Malaysia.
The partnership enables clients of GroupM agencies, namely Mindshare, m/Six, MediaCom, and Wavemaker, to leverage Moving Audiences Plus, an audience data-driven planning, buying, measurement, and ad-play verification solution that can activate all connected DOOH screens across the country.
Moving Walls has developed a comprehensive technology stack including a DOOH planning tool that predicts audiences based on the most recent movement trends, a demand-side platform that activates against these plans, and an in-campaign analytics tool that measures actual campaign performance that can then be compared against the predictions.
The inventory is connected to this ecosystem by Location Media Xchange (LMX), the supply-focused subsidiary of the Moving Walls group and a variety of advertisers including Chevron, Dell, Lancome, and Shell have already run outcome-based outdoor advertising campaigns powered by the new solution.
Through this new solution, clients will now be able to estimate and measure audience delivery down to specific ad plays rather than relying on historical vehicle traffic numbers.
Anne Leow, GroupM Malaysia’s head of GroupM Outdoor, shared that as outdoor advertising embraces digital efficiencies, it is important to first streamline and legitimise the delivery of the advertising in a manner that is verifiable by all parties – the media owner, media buyer, and the tech providers.
“This partnership enables us to apply market-leading DOOH technology to optimise media spends across thousands of screens that are present in different venues, both indoor and outdoor locations,” said Leow.
Meanwhile, Srikanth Ramachandran, Moving Walls Group’s founder and CEO, commented that they are excited to launch this with GroupM Malaysia in a market that has some of the region’s most iconic DOOH sites and where many static sites continue to convert to digital panels.
“Verification of ad plays and campaign performance will improve confidence amongst brands to extend their digital video campaigns to the big screens,” said Ramachandran.
This article was first published on MARKETECH APAC
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