Moving Walls integrates Lifesight data to strengthen offline media attribution platform

Moving Walls has inked a deal to integrate Lifesight’s location data to its existing Offline Media Attribution Platform. This move will add to Moving Walls’ platform of existing data sources that include volumetric traffic analysis, social media scanning, IoT enabled people count etc.

The companies will combine their location data expertise to enrich Moving Walls’ billboard and activation attribution product that transforms how brands plan, measure, and buy offline media.

Moving Walls operate Moving Audiences, an artificial intelligence powered location intelligence platform, that brings transparency and automation to offline media via Planning, Buying, and Measurement tools.

The platform ingests location data from several sources - social, traffic, telco, and proprietary IoT sensors. It has already connected more than 10,000 physical media assets across Singapore, Malaysia, Indonesia, Philippines, Thailand, India and Dubai. Meanwhile, Lifesight provides the region’s largest location intelligence platform, helping marketers understand offline consumer behaviour so they can make better business decisions and optimize ad spend.

Customer movement insights are crucial to optimising every type of offline marketing spend. The offline media attribution platform enables marketers to execute outcome-driven outdoor advertising campaigns. Similarly, physical branding activities can be planned and measured based on own store audience movement, competitor store footfalls, and more.

Bringing Transparency and Automation to Outdoor Media and Activations By 2020, Magna expects digital ad spend to make up 50 per cent of all ad spend globally. It’s no secret that most offline media channels are cratering. The key factors that have contributed to this include cheaper digital impressions, wider reach, and measurable results.

However, outdoor advertising is bucking this trend. Investment in Digital Out-of-Home sites (asset numbers have jumped from 70,000 to 300,000 in the past two years) has led to a revenue increase of more than 30 percent.

A Markets & Markets report states that outdoor advertising will be worth USD 44 Billion by 2020 and the Asia Pacific region is the fastest growing market. Interestingly, it’s the digital brands who are driving this growth - Apple, Netflix, Samsung, Spotify, and more. These brands along with large advertisers like P&G and Unilever have all called for more transparency for their spends. Many are shifting or have already shifted budgets away from channels that are not measurable.

According to Srikanth Ramachandran, executive director and founder of Moving Walls, “Media spends without measurement will cease to exist. The idea is to enable all the stakeholders - brands, media agencies, and the asset owners - with tools that will prepare them for the digital disruption of offline media.”

Tobin Thomas, CEO of Lifesight, echoed these thoughts: “The lack of easy-to-access offline audience insights has long been a missed opportunity for marketers. Lifesight is excited to work with Moving Walls to provide data to solve the offline media attribution problem.”

Lifesight and Moving Walls both have a regional presence with offices in Malaysia, Singapore, and India servicing the rest of Asia and the Middle East.