Asia’s first unified online platform for the Digital Out-of-Home (“DOOH”) sector, which allows media buyers to plan and place advertising across thousands of billboards in Asia’s outdoor media market, and accurately measure target audience viewership, was unveiled today in Singapore. Moving Walls, a data and technology-led media company, said 28 media owners of over 2,000 digital billboards in five Asian countries have already agreed to trade their inventory on the Moving Audiences platform.
Moving Audiences is the first platform in the region to allow media buyers to plan and buy timeslots for DOOH billboards across borders. It uses an advanced algorithm which links the screens to determine which are available at what time and at what price. Media owners will be able to see which of their billboards are taken up at any time.
OOH Advertising Is Only Traditional Media That Is Growing
The platform will be a major catalyst to invigorate the traditional media sector, which has witnessed a decline in advertising in recent years. Worldwide, owners of media content and media assets as well as media buyers have been impacted by the “digital onslaught”, which has led to lower newspaper subscription and television viewership. Despite this, the OOH media in ASEAN and Asia is expected to continue growing. Based on a 2015 PwC report, the OOH advertising market in Singapore, Malaysia, Indonesia, Philippines, Thailand and Vietnam will rise from US$944 million to US$1.3 billion in 2020. The Indian market will rise from US$349 million to US$545 million. The Moving Audiences platform provides, for the first time, Aggregation, Automation, and Attribution to OOH media. By uniting media owners across the region, it encourages a transparent and efficient outdoor advertising trading system. Increasingly, media buyers and advertisers in Asia seek a simple, single solution to meet their needs across the region. Singapore is the regional hub for many of these players and the natural location to host this platform. In conjunction with its launch today, Moving Audiences announced it is offering US$20 million of billboard space across the region through The Great Outdoor Digital Sale (“The G.O.D.S.”) next week. Media buyers will enjoy up to 65% discount to rack rates for advertising space booked for 2017.
Audiences Data, The New OOH Standard
Beyond acting as a first-of-its-kind digital media marketplace, Moving Audiences – which has already become the largest network of digital billboards in Asia with presence in Singapore, Malaysia, the Philippines, Indonesia and Thailand – is setting the standard to measure OOH media. There is currently no universally accepted system to measure OOH media. Moving Audiences seeks to unify Asian OOH media owners and embrace a transparent OOH measurement system that reports audience data. It uses proprietary algorithms to crunch Big Data from public and private sources to derive audience insights around OOH media assets. In turn this will become a global standard, in line with a shift which has already happened in the United States.
“Driven by the growth of digital displays, the global market for outdoor advertising is poised to reach US$45 billion by 2020, with the Asia Pacific region becoming the largest and fastest growing market (Global Industry Analysts). Our platform brings digital efficiencies and measurement standards to a form of media that has been in the dark for too long. We look forward to leading this OOH revolution in Asia,” said Srikanth Ramachandran, CEO of Moving Walls.