Fairprice Group’s Kopitiam deploys Moving Walls audience metrics for food court advertising in Singapore
By Rajiv Raghunath - July 29, 2021
This initiative is part of the Association of Advertising and Marketing Singapore (AAMS) move to champion industry-wide regional Outernet media measurement using Moving Walls' technology.
Singapore’s largest and most trusted cooked food operator Kopitiam recently collaborated with Association of Advertising and Marketing Singapore (AAMS) technology partner Moving Walls. The project charter was to bring accountability to Food Court advertising by deploying Moving Walls’ patented audience measurement to accelerate the adoption of technology on these media assets.
AAMS is currently championing an industry-wide regional Outernet media measurement initiative with Moving Walls. The project, through measuring physical location and people’s movement, powers planning, selling, verification, and re-targeting audiences using location-based Outernet media.
Singapore is popular as being the country for satisfying every food lover's diverse palette. Singaporeans enjoy dining-out, hence food courts are our one-stop solution to cravings, be it a sumptuous meal of chicken rice or an evening snack of Kopi-C with kaya toast. Kopitiam, which is part of Fairprice Group, is a member of AAMS.
“The Outernet industry measurement initiative is targeted to help open up untapped media segments in this space in response to increased demand for measurable media outside the internet world. Kopitiam has one of the largest footprints in various food services formats, and its participation in this project will be a big boost to our efforts. Outernet digitalisation is going to be a game changer for the industry,'' says Bernard Chan, CEO of AAMS.
“Our patented solutions analyse these food courts to build a predictive forecasting of total potential views, unique reach, and frequency based on historical data points,” says Srikanth Ramachandran, Founder and Group CEO of Moving Walls. The project will also entail the implementation of a research layer using a synchronous mobile layer to understand the impact of this media, added Srikanth.
Vivek Kumar, FairPrice Group’s Director of Strategic Marketing & Omnichannel Monetization, states “We are committed to develop a world class Retail & Food Media Network, offering data-backed targeting and extended outreach to our partners. As part of FairPrice Group Media, the food media network of Kopitiam is an effective medium that not only reaches people like me who are ‘food lovers’, but can also help advertisers reach hyper-local communities to offer relevant products & services.”
Pauline Png, Head of Customer Experience & Marketing for FairPrice Group Food Services Business notes, “As part of the Business Transformation journey in the F&B industry, it is important that we can understand our customers’ needs and experiences better in our various food spaces, be it in mall food courts, coffee shops or hawker centers. This project with AAMS’ technology partner Moving Walls is a step in the right direction. I am excited to be able to develop superior experiences, food offerings, and communication that will delight our customers, tenants and partner brands.”