Moving Walls digitises Indian OOH with Freedom initiative

The programmatic outdoor firm equips billboard owners with audience data-powered planning & inventory management tools

Moving Walls launched “Freedom”, a campaign to empower Indian media owners with audience data and automation tools to digitise their selling processes, launched at Outdoor Advertising Convention 2019.

As part of the Freedom initiative, participating media owners will get access to a cloud-based inventory management software. They will also have the ability to generate audience-data driven proposals. Meanwhile, digital billboard owners will also get to use Moving Walls’ proprietary content management software that automates ad serving and brings transparency via automated proof of play reporting.

Srikanth Ramachandran, Founder and CEO of Moving Walls comments, “We are equipping every media owner, irrespective of their size or location, with open-source data and automation tools to connect and engage with potential buyers. For media owners who have their own data, there is a crowdsourcing option to submit this truth dataset for review and acceptance. It is time for the industry as a whole to move to audience and outcome-led media sales.”

Moving Walls is working with more than 100 OOH media owners across Asia to digitise their business. Working in a collaborative model enables media owners to provide common metrics that bring confidence to outcome-driven marketers.

The first movers recognise the need to move from being a drum-beating medium to a ROI-driven. At the launch of the Freedom campaign, 18 media owners have already signed up to the Moving Audiences platform in India including Selvel One and Planet Outdoor.

According to Noomi Mehta, Chairman of Selvel One Group and the only Indian on the board of the World Out-of-Home Organization, “In line with global trends, we are seeing digital brands like Amazon, Ola, Flipkart, and others turning to OOH to grow their business. As media owners, we need to be able to speak their language and provide digital metrics to showcase the value that our medium delivers.”

Also on board is Planet Outdoor, a venture of Rajasthan Patrika group and Rajasthan’s leading media owner with more than 300 strategically located OOH media options in cities of Rajasthan. According to their Assistant General Manager, "This initiative will drive transparency and amplify the reach of the medium. The Patrika Group is delighted to be one of the first movers."

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