Havas Group’s OOH brand – AdCity has reached an agreement with Singapore-headquartered adtech company Moving Walls to introduce a regional first, post-campaign OOH media analysis solutions across the region. The strategic alliance will enable Havas and AdCity clients to have greater precision while tracking ROI on OOH and digital OOH platforms leading to more evidence-based outcomes and stronger understanding of audience behaviours and mobility.
The collaboration will kick off in Malaysia, Singapore, India, Indonesia, Philippines and extend to Thailand, Vietnam, HK, Australia, New Zealand in the months to come.
Franck Vidal, Asia Pacific director Adcity at Havas Group said today, successful digital transformation in the OOH space is more than converting billboards into screens. Outdoor advertising is shifting away from traditional media with the rise of location data.
“Our partnership with Moving Walls perfectly illustrates our ambition of finessing agnostic trackability across multiple OOH providers in Asia Pacific. This is a great starting point for Havas as we navigate the complexity of this space and move closer to unlocking the future with platforms like programmatic DOOH (pDOOH) across each market,” Vidal added.
"We are proud to have been selected by Havas to implement this offline data platform. Besides pioneering the concept of an outcome-driven OOH planning and campaign effectiveness measurements, Havas has also broken boundaries by engaging us up across the Asia Pacific region, proving the inherent scalability and relevance of our AI-powered platform across borders. We believe that this is a major milestone for the OOH industry as increased confidence in the traditional media spends will deliver more brand budgets to the OOH media industry,” said Srikanth Ramachandran, CEO, Moving Walls.