Moving Walls, an advertising technology company, is introducing billboard audience data for brands to evaluate and improve their media spends. Unveiled during the Malaysian CMO Conference on 16th November 2018, the industry initiative was inspired by the Oscar-winning film Three Billboards Outside Ebbing, Missouri, where three controversial billboards changed a criminal case.
Instead of a criminal case, marketing leaders are invited to find out the impact of their own three billboards. All they have to do is share three billboard locations.
Leading billboard advertisers including Unilever, McDonald’s, Tune Talk, Konica Minolta, Shopee, UEM Sunrise, Mudah, BMW, and Puma are among those who have already signed up for their Three Billboards’ analytics.
Srikanth Ramachandran, the founder and CEO of Moving Walls, believes that outdoor advertising is yet to offer its true potential.
“How many people and whom are your billboards reaching? This is the fundamental question we are helping marketers address. Optimisation has become second nature for marketers in digital advertising. So why can’t they do the same with their physical advertising? This will enable the medium to become more than a backdrop or drum-beating medium,” he says.
A reporting tool developed by the firm then helps marketers track the density of audiences reached by their billboards, reach and frequency analysis, daypart analysis, day-of-week analysis, and billboard benchmarking.