GroupM, a media investment company, and outdoor advertising technology provider Moving Walls, have partnered to provide audience data driven planning, buying, and measurement for out-of-home advertising in Indonesia, according to a company press release.
Through this partnership, GroupM aims to provide OOH planning services and greater accountability for their clients. The partnership will enable this across all forms of OOH media: static, digital, indoor and outdoor media sites.
Moving Walls will provide all OOH and digital-out-of-home data-led planning, buying and execution, verification, and post-campaign reporting to all GroupM agencies, including MediaCom, Mindshare, Wavemaker, and Essence, who will leverage the platform to deliver offline solutions such as reach and frequency-based planning optimization, content management automation, and dynamic creative executions, among other capabilities.
The platform, called Moving Audiences, includes a 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 campaign performance that can be compared against the predictions.
The predictions are made based on inputs from multiple location data sources and refreshed every month.
"Indonesia is one of the world's fastest growing economies. It is also home to a thriving start-up ecosystem that has produced several unicorns who have digitally transformed their industries. We believe the time is right for a similar data and technology-led transformation of Indonesian OOH media and are proud to partner with GroupM to accelerate this," Srikanth Ramachandran, founder and group CEO of Moving Walls, said in the release.
OOH campaigns have been executed for Coke, Samsung, Netflix, and Segari among others.
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