Advertising technology provider Moving Walls recently acquired digital signage management platform Quad42 Media in India.
Srikanth Ramachandran, founder and group CEO of Moving Walls, said that from a macro trend perspective OOH media is all digital.
“Every store whether its retail has a digital board these days, be it a menu board or promotional content. We believe it will converge, the retail digital screen will become the long tail for digital OOH. We feel that there is a convergence between retail technology, digital and retail digital signage.
“From a tech perspective, media planning and buying is now programmatic based on data. A campaign is executed based on automated selection of data. It’s the same with digital OOH. Programmatic has arrived in digital OOH.
“Even when you look at retail signage the screens are programmable and have multiple functions. Quad 42 has a strong programmable technology which is what people are looking for.
“For example if you are a retailer you may want to address the staff in the morning with some update and later that same screen may be used as a menu board or as a video conferencing centre. Digital screens can now play that one role and it’s all programmable.
“In fact we are even looking at trigger based programming so say for example if someone of a certain demographic is standing in front of the store, the images on display should correlate, so if it’s a man for example of a certain age or female the store could display retails items targeted specifically for them. This is would be trigger based content.”
“So based on what we currently have,the acquisition of Quad 42 enhances what we already have. In addition Quad 42 also has a strong market presence in India and from a people, product and market perspective it synergises very well.”
Quad42 has been supplying cloud-based digital signage software solutions to more than 75 retail chains and other commercial establishments with over 500 screens connected to the platform, according to a media release.
Moving Walls aims to leverage Quad42’s strong presence in retail and place-based environments to deliver relevant AI-powered communication solutions for the retail vertical. It currently operates Moving Audiences, an AI-powered platform that automates OOH media planning, buying, and measurement on more than 20,000 digital billboards across Asia.
The Quad42 digital signage solution will become part of the Moving Audiences technology stack, which has been deployed for media agencies, brands, and screen owners across Singapore, Malaysia, Indonesia, Philippines, India and the USA.
The acquisition, which includes Quad42’s team of digital signage professionals, look to “fast-track” Moving Walls’ efforts in the programmable signage vertical.
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