GroupM, a media investment company, and outdoor advertising technology provider Moving Walls are partnering to bring automation and accountability to digital-out-of-home advertising in Malaysia, according to a press release.
The partnership enables clients of GroupM agencies, such as 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 connected DOOH screens across the country.
«We 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,» Srikanth Ramachandran, founder and CEO of the Moving Walls Group, said in the release. «Verification of ad plays and campaign performance will improve confidence among brands to extend their digital video campaigns to the big screens.»
Moving Walls has developed a 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 campaign performance.
The inventory is connected through Location Media Xchange, the supply-focused subsidiary of the Moving Walls group. A variety of advertisers including Chevron, Dell, Lancome, and Shell have run outcome-based outdoor advertising campaigns powered by the solution.
«As outdoor advertising embraces digital efficiencies, it is important to first streamline and legitimize the delivery of the advertising in a manner that is verifiable by all parties — the media owner, media buyer, and the tech providers,» Anne Leow, head of GroupM Outdoor Malaysia, said in the release. «This partnership enables us to apply market-leading DOOH technology to optimize media spends across thousands of screens that are present in different venues, both indoor and outdoor locations.»