Moving Walls, a global outdoor advertising technology provider, is partnering with GroupM , the world’s largest media investment company, to bring automation and accountability to Digital Out-of-Home (DOOH) advertising across the Philippines.
This comes on the heels of recent partnership announcements between Moving Walls and GroupM in Indonesia and Malaysia. This collaboration enables GroupM Philippines agencies to leverage Moving Audiences, an end-to-end audience data-driven planning, buying, and verification solution for DOOH media.
Moving Walls has developed a comprehensive technology stack including a DOOH planning tool that predicts audiences based on the most recent movement trends. The Moving Audiences platform has already been used to execute campaigns for multiple GroupM clients.
A majority of DOOH inventory in the Philippines is already connected to this ecosystem by Location Media Xchange (LMX), the supply-focused subsidiary of the Moving Walls group.
The Philippines’ OOH ad spend has seen an upward trend with measurement tools leading the way for growth in the OOH industry. Moving Walls’ partnership with GroupM comes less than a year after Moving Walls partnered with the Out-of-Home Advertising Association of the Philippines (OHAAP) to scale the data-driven OOH industry in the Philippines for further growth.
According to Yasmin Mallari, chief investment officer at GroupM Philippines, “There is no doubt that DOOH’s role in the omnichannel mix will continue to grow as the potential reach of this medium is now across locations where consumers commute, work, eat, reside, and more. Brand investments will also grow when there is accountability around where the ads are being served and how campaigns perform. This partnership enables us to enrich our suite of offerings in DOOH planning and extend further measurement capabilities to our clients.”
Similarly, Norman Davadilla, CEO of Moving Walls Philippines, highlights how this partnership will continue to transform DOOH media in the Philippines: “The Philippines is a regional DOOH leader where both the buy-and-sell side industry associations have launched initiatives to implement common measurement standards. We have partnered with GroupM in other markets and are excited to extend these capabilities to brands in the Philippines.”