Myanmar’s Ganad Media adopts Moving Walls’ LMX audience metrics, sales automation solutions
By Rajiv Raghunath - November 12, 2020
Ganad’s offering, which extends across digital, retail, transit and traditional media assets, will now be supplemented by planning and in-campaign audience performance analytics
Myanmar OOH major Ganad Media is adopting Moving Walls’ Location Media Xchange (LMX) OOH audience measurement and sales automation solution for application in the Myanmar market. With this, Ganad Media’s offering covering digital, retail, transit and traditional media assets will be supplemented by planning and in-campaign audience performance analytics. Additionally, Ganad will be able to automate proposal generation and booking processes that are traditionally done on presentation and spreadsheet software.
The LMX Registry and LMX Deals automation platform will also enable Ganad Media to engage global media buyers in Singapore, London, Tokyo, New York, and other regional media agency hubs in a professional manner. Digital demand-side platforms have accelerated the consolidation of media buying at centralised trading desks. It is important for OOH media owners to be able to reach those teams with automated OOH deals and programmatic DOOH deals.
According to Deloitte, although Myanmar’s digital economy remains nascent, its penetration rates for Internet and mobile have been steadily increasing, and are closer to the overall average for South-east Asian economies – thereby driving the number of addressable audiences for Internet advertising. That also spells good news for “Outernet” advertising as the population becomes increasingly urban and mobile.
With the rise of digital economy and people becoming increasingly connected and mobile, Myanmar OOH is poised to develop rapidly as a core stand-alone channel and complementing TV and digital.
Audience First Optimisation
Thomas Day, Executive Director of Ganad Media Myanmar, reckons the Myanmar outdoor advertising industry has a huge opportunity for digitalisation. “We are committed to developing the robustness of OOH as a standalone channel, and creating conditions that allow OOH to be planned, purchased and measured alongside the other key channels in this market; through greater segmentation and a better understanding of outcomes. As the leader in Myanmar OOH, Ganad is poised to capitalise upon growth in the channel as the market develops and traditional audiences further fragment. Adding robust, mobile-based measurement and planning capabilities to our portfolio is a quantum leap forward for OOH. We are excited to share this with our clients and agency partners in 2021 and surpass some of the traditional audience measurement techniques found in more developed markets,” he adds.
Srikanth Ramachandran, Founder & Group CEO of Moving Walls, feels it is common for an agency planner or an advertiser working from home in Singapore to plan and buy internet audiences in Myanmar. LMX vision is to deliver the same experience to plan and buy outernet (OOH) media of every kind - classic, digital and transit.
According to Srikanth, “There must be a buy-in for every beneficiary - with the LMX platform, screen owners gain the right data and technology while the advertisers get to optimise their spends and reach their target audiences. We are proud to deploy our technology through Ganad Myanmar, the OOH market leader in this region to provide their clients with outcome-driven tools for OOH media.”