Medical equipment supplier Danendra partners LMX to serve ads on hand sanitisers dispensers

Indonesian medical equipment supplier, Danendra Abyudaya Adika, has tied up with Location Media Xchange (LMX), the media supply-focused arm of Moving Walls Group, to equip its automatic hand sanitiser dispensers with contextual ad-serving capabilities.

According to a press release, Danendra’s dispensers are equipped with digital signage screens that can be programmed to serve advertising content to moving audiences. As part of the partnership, LMX will equip these sites with audience measurement, dynamic ad-serving, and programmatic buying capabilities. With this in place, advertisers will be able to extend the reach of their digital campaigns to similar audiences seen to come into the proximity of Danendra’s screens.

Danendra has already equipped 50 of its screens with LMX’s technology in supermarkets and hypermarts across greater Jakarta, Medan, Surabaya and Pekanbaru. It plans to expand to over 10,000 other minimarts and retail outlets such as Alfamarts, Indomaret and Lotte Mart across the country as well. The company has started with supermarkets and hypermarts as it finds that majority of the consumers in Indonesia still prefer to shop in big retails, minimarts and traditional warungs, despite the huge growth in eCommerce platforms. 

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This collaboration comes as LMX sees the growth potential in programmatic digital ad spends in Indonesia. According to PubMatic's 2020 Global Digital Ad Trends report, it is predicted that programmatic digital ad spends in Indonesia would grow to exceed US$500 million in 2020. Additionally, with supply chains having a heavier reliance on online shopping, contactless services, and heavy app-usage for on-demand delivery due to the acceleration of digital transformation, LMX said retailers are now turning to effective outlets to automate sales.

Frida Tumakaka, director of Danendra, said it believes the partnership with LMX will not only commercialise its screens that come with its hand sanititser dispensers, but also provide a unique interactive customer experience across its locations. 

Srikanth Ramachandran, group CEO of Moving Walls, added that the partnership provides a huge opportunity for advertisers to reach the right audiences at the right moments, given that hand sanitisers have become part of the new normal and a basic necessity now. "Internet advertising has grown into a 300 billion dollar industry because it delivers addressable audiences. By making audiences around smart dispensers addressable, the LMX platform has made consumer service a profitable exercise for Danendra," he added. 

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