Location Media Xchange (LMX), the supply-side technology arm of the Moving Walls Group, has announced the launch of a “complete revenue management suite for OOH media owners”. The announcement has come about in the course of the company’s participation at The World Out of Home Congress Toronto 2022. LMX is also offering a no-obligation 90-day trial for media owners to experience the platform.

LMX states in a media release that the revenue management suite helps OOH media owners to efficiently manage multiple sales channels - direct brand relationships, agency-managed spends, programmatic or automated media buys, and online campaign bookings. “Allocating inventory in an efficient manner is critical because unlike digital publishers who own virtual space, OOH media owners own physical assets that consume fixed costs like electricity, internet fees, maintenance, and more,” the media release states.

“The expansion of OOH buying methods also means that the inventory is now consumed in a variety of ways - loop based, event based, audience based, impression based, and so on. Maintaining up-to-minute availability information, understanding utilisation, and prioritising sales channels is just not scalable if done manually. The LMX Revenue management suite solves this by providing an online platform that connects traditional, programmatic, and other forms of campaign booking information in one place. The platform seamlessly connects to native and third party applications like the content management system or the accounting system by the media owner,” states the company.

According to Mandakini Negi, Co-Founder, Moving Walls & Global Head of LMX, “It is difficult to improve what you cannot measure. OOH media today is bought and sold in several ways and media owners who have a handle on inventory utilisation and demand trends across all their media sites in real time will be able to make decisions that improve their revenues."

LMX maintains that it is already working with more than 200 media owners across the globe including Southeast Asian markets (Singapore, Malaysia, Indonesia, Thailand, Philippines, Vietnam), India, The Middle East, Sub-Saharan Africa (Nigeria, South Africa), and Latin America.