Programmatic DV360-enabled campaign debuts in the Philippines
By Rajiv Raghunath - September 09, 2021
Moving Walls integrated the campaign through Google DV360 supported by PMX Precision PH, and automated the planning and buying of OOH on four iconic screens in Metro Manila.
Ad-tech player Moving Walls has powered the Philippines’ first-ever programmatic campaign of a well-known South Korean multinational electronics company. The ad-tech company integrated the campaign through Google DV360 supported by PMX Precision PH, and automated the planning and buying of OOH on four iconic screens in Metro Manila.
Quenten Smith, PMX Lead Publicis Philippines at Publicis Media, said: “The Philippines is one of the fastest-growing digital markets in the region and the exciting thing to see about programmatic is that when technology develops, marketers are exposed to more and more opportunities to find and create more holistic experiences for their audiences."
"We are excited to be the first ad-tech player to lead a google DV360-enabled programmatic DOOH campaign in the region. Programmatic advertising shows a promise of true digital transformation,” said Norman Davadilla, CEO of Moving Walls Philippines. “We believe programmatic buying is the future trend, and enabling this pilot campaign in the region will elevate audience engagement to a whole new level," he added.
What It Means For Filipino Marketers
Moving Walls continues to revolutionise outdoor advertising through data and tech and integrating it with omnichannel campaigns.
The integration of Moving Walls Xchange to Google DV360 allows digital agencies to buy and implement DOOH using agency seat IDs. The integration not only provides a bridge between online to offline media but campaigns are only made stronger with data and tech.
Digital advertisers can easily implement and manage Digital OOH in an automated manner which results in greater transparency and accountability of OOH media.
The ad-tech company launching programmatic trading capabilities makes improved campaigns equipped with Ad-Play validation, audience-driven campaigns with customisable audience segments, real-time targeting, and campaign performance reporting.
A Moving Walls release cites that automating the buying and selling of billboard inventory gives marketers more time to focus on what really matters - improving and optimising their campaigns. Location intelligence provides the consumer movement insights to enable this.
Today, even for outdoor advertising, "location" is more about the locations being visited by consumers rather than the location of the billboard. This information becomes even more necessary when you factor in that a majority of purchases still happen in physical stores. Time spent outside the home - commuting, shopping, and on leisure activities is also on the rise.
Location intelligence is not only helping marketers understand their customers better - it is driving outdoor programmatic and media decisions.