GroupM in partnership with Moving Walls for performance-driven, verifiable DOOH advertising in Malaysia
By Rajiv Raghunath - April 11, 2022
The partnership enables clients of GroupM agencies (Mindshare, m/Six, MediaCom, and Wavemaker) to leverage Moving Audiences Plus
GroupM and Moving Walls have announced a partnership to bring automation and accountability to DOOH advertising in Malaysia. A Moving Walls release states that this partnership enables clients of GroupM agencies (Mindshare, m/Six, MediaCom, and Wavemaker) to leverage Moving Audiences Plus, an audience data-driven planning, buying, measurement, and ad-play verification solution that can activate all connected DOOH screens across the country.
Moving Walls has developed a comprehensive technology stack including a DOOH planning tool that predicts audiences based on the most recent movement trends, a demand side platform that activates against these plans, and an in-campaign analytics tool that measures actual campaign performance that can then be compared against the predictions.
The inventory is connected to this ecosystem by Location Media Xchange (LMX), the supply-focused subsidiary of the Moving Walls group. Several advertisers including Chevron, Dell, Lancome, and Shell have already run outcome-based outdoor advertising campaigns powered by the new solution, says the release
Bringing Accountability and Automation to DOOH Media
The solution’s launch is well-timed as people continue to increase their time spent outside the home with the easing of various movement restrictions. The number and type of digital screens available for advertising have also been on the rise. Clients will now be able to estimate and measure audience delivery down to specific ad plays rather than relying on historical vehicle traffic numbers.
On the partnership with Moving Walls, Anne Leow, Head of GroupM Outdoor,GroupM Malaysia, says, “As outdoor advertising embraces digital efficiencies, it is important to first streamline and legitimise the delivery of the advertising in a manner that is verifiable by all parties - the media owner, media buyer, and the tech providers. This partnership enables us to apply market-leading DOOH technology to optimise media spends across thousands of screens that are present in different venues, both indoor and outdoor locations.”
Meanwhile, Srikanth Ramachandran, Founder and CEO of the Moving Walls Group highlights how this partnership will grow the role of DOOH as a measurable video advertising channel: “We are excited to launch this with GroupM Malaysia in a market that has some of the region’s most iconic DOOH sites and where many static sites continue to convert to digital panels. Verification of ad plays and campaign performance will improve confidence among brands to extend their digital video campaigns to the big screens.”