Moving Walls Partners GroupM to Deliver Accountable Outdoor Advertising

GroupM, the world’s 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.

Bringing Accountability to an Evolving Media Channel

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.

About Moving Walls (www.movingwalls.com)

Moving Walls is a media technology group with a presence across four continents and seven markets. The Company operates Moving Audiences, a patented multi-sensor approach to location-based media measurement. Today, Moving Walls processes more than 10 billion data points and measures more than 100,000 media sites across the globe. Through measuring physical locations and people movement, this powers Planning, Buying, Verification, and Content Delivery capabilities for location-based media like billboards, digital signage, and transit media.

About GroupM Indonesia (groupm.com)

GroupM is the leading global media investment management operation. It serves as the parent company to WPP media agencies including Mindshare, MediaCom, Wavemaker, Essence, and m/SIX, as well as the outcomes-driven programmatic audience company, Xaxis. Our primary purpose is to maximize the performance of WPP’s media communications agencies on behalf of our clients, our stakeholders and our people by operating as a parent and collaborator in performance-enhancing activities such as trading, content creation, sports marketing, finance, proprietary tool development and other business-critical capabilities. The agencies that comprise GroupM are all global operations in their own right with leading market positions. The focus of GroupM is the intelligent application of physical and intellectual scale to benefit trading, innovation and new communication services, to bring competitive advantage to our clients and our companies.