Times OOH has inked a deal with Moving Walls to deliver audience data-driven, automated media buying to key media sites across airports and Metro stations in India. The technology will be integrated into 263 airport media in Mumbai, both domestic and international terminals, Coimbatore, Indore, Trichy and 207 media across Mumbai Metro.

The inventory will be available on Moving Audiences, Moving Walls’ planning and buying solution that has been built to address the unique aspects of outdoor advertising while integrating into other digital media buying solutions.

Transit OOH is among the fastest-growing advertising sectors in India. Times has built a reputation for having the flexibility to target mass audiences as well as more niche groups with digital media sites at airports and the Mumbai Metro network.

With 390 million active smartphone users, programmatic advertising is growing at a rapid pace year-on-year in India. Likewise, Digital OOH networks too are expanding across India, especially in the transit locations.

“Times OOH has signalled their intent to deliver these capabilities by partnering with us to enable their screens to be bought in a transparent and automated manner,” states a Moving Walls release.

The release also states that "adding automated buying capabilities is just a part of the digital buying shift. The real change is in being able to understand the audiences who are being engaged by digital billboards and delivering the most relevant content to them. Our patented multi-sensor OOH measurement approach brings target audience-based optimisation to digital buyers who are used to doing the same across other channels. In busy areas like airports and bus and train networks, where multiple audience segments commute on a daily basis, it is important to understand when the highest density of your target audience is present."