COMBINING digital marvel and out-of-box thinking, Moving Walls is pioneering the effort to track consumers’ demographics that would be the first to benefit from the out-of-home advertising industry.
“Interestingly, out-of-home is the only traditional media that has survived the digital onslaught where it has not only managed to hold revenue but also shown growth.
“Surprisingly out-of-home did not have any data.
“So we come out with a technological solution to measure out-of-home data which generally revolves around on how people move around in the city.
“If we can understand how different segments of people move around, then it is easy for an advertisers to decide which out-of-home assets they should use,” Moving Walls chief executive officer Srikanth Ramachandran tells StarBizWeek recently. Out-of-home advertisements are still relevant because about 70% of people spend time out of their home, three-quarter shop while on their way home, two-thirds of shopping decisions are made while driving and one-third of people will decide to shop at a store before going home, according to data collected by Moving Walls
Furthermore, Srikanth explains that there are at least 20,000 to 30,000 digital screens in Asia, but there is no platform for an advertiser to select type and location of assets to maximise their goal based on data.
“So, that is the aggregation that we put together and now we have about 28 media owners in Asean who said they would place their inventories on our platform,” he says.
On its smart solutions, Srikanth says Moving Walls brings together all the geographical tags from social media apps such as Facebook, Twitter or Instagram to track the movement of people around a city.
“The second part is traffic data where we bank on Waze and Google Maps. We use the same technology and reverse engineered it to collect traffic data,” says Srikanth.