GroupM, the largest media investment company, and global outdoor advertising technology provider Moving Walls have entered a partnership to provide audience data driven planning, buying, and measurement for Out-of-Home (OOH) advertising in Indonesia.
Through this partnership, GroupM aims to provide best-in-class OOH planning services and greater accountability for their clients. Uniquely, the partnership will enable this across all forms of OOH media – static, digital, indoor and outdoor media sites.
Moving Walls shall provide all OOH and Digital OOH 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 optimisation, content management automation, and dynamic creative executions, among other capabilities.
The platform, ‘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 actual campaign performance that can then be compared against the predictions.
As OOH opportunities continue to grow in the market, GroupM Indonesia expects this newly formed partnership to enhance brand confidence in this medium through the availability of reporting and verification that is in line with digital advertising options.
Importantly, the solution is powered by a patented and industry-endorsed OOH measurement solution. Unlike historical traffic counts or surveys, 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,” says Srikanth Ramachandran, Founder and Group CEO of Moving Walls.
Several brands have already experienced the benefits of these audience data-driven OOH solutions with campaigns executed for Coke, Samsung, Netflix, and Segari among others.
While recent focus on OOH innovation has been around programmatic capabilities, digital and internet-connected screens are just a fraction of the OOH landscape in large and fragmented markets. Data and technology-driven OOH approaches must holistically address all OOH media formats and this partnership now provides a single view of all OOH media possibilities for GroupM Indonesia clients.