Moving Walls & TPS Engage forge global DOOH partnership
The partnership is meant to accelerate the adoption of automated & audience-driven OOH and place-based advertising
Moving Walls and TPS Engage have entered a global partnership to accelerate the adoption of automated and audience-driven OOH (Out-of-Home) and place-based advertising.
As part of the initial deal, Moving Walls Group’s supply-focused subsidiary, Location Media Xchange (LMX) will enable TPS Engage’s contextual OOH marketplace to provide advertisers with global access to an inventory of more than 30,000 screens across Southeast Asia and India.
The outdoor advertising industry has faced the brunt of the population lockdowns put in place to combat the spread of Covid-19. However, it has also forced stakeholders to start adopting data and technology platforms that help link media spends to outcomes, which is standard for online advertising.
Both Moving Walls and TPS Engage acknowledge that OOH’s unique attributes mean that it cannot be traded just like another digital channel.
Moving Walls has recently established independent offerings for both the buy-side and the sell-side stakeholders. To brands and media agencies, they provide cloud-based planning and analytics for all forms of OOH media powered by a multi-sensor location data platform. Meanwhile, LMX works with the asset owners to equip them with inventory management and sales automation tools.
Meanwhile, TPS Engage has a keen focus on enabling the contextual delivery of creatives on digital screens based on different rule sets in a scalable manner. This technology has attracted the world’s most innovative brands like Samsung, Coca Cola, Uber Eats, and Burger King, among others.
According to Srikanth Ramachandran, Group CEO of Moving Walls, “LMX was formed to enable media owners to connect to multiple demand-side partners while remaining in control of inventory allocation and pricing. TPS Engage’s vision of making audience data-driven media buying and creative decisions for OOH possible aligns with our own views. This partnership will enable global brands to have a holistic view of offline audience engagement just how they do it for their online channels.
Bogdan Savonea, CEO of TPS engage says: “Our platform already provides access to more than 100,000 contextual content-enabled screens across Europe, North America, and, more recently, in Asia through our office in Seoul, South Korea. As we work with global clients who have a presence across multiple Asian markets, it is only natural that we choose to partner with the largest supply-side technology provider in this region.”
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