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Moving Walls acquires Quad42 Media to ‘fast-track’ efforts in programmable signage

Advertising technology provider Moving Walls has acquired digital signage management platform Quad42 Media in India, to create “the next wave of programmable digital signage”.

Quad42 has been supplying cloud-based digital signage software solutions to more than 75 retail chains and other commercial establishments with over 500 screens connected to the platform, according to a media release. Moving Walls aims to leverage Quad42’s strong presence in retail and place-based environments to deliver relevant AI-powered communication solutions for the retail vertical. It currently operates Moving Audiences, an AI-powered platform that automates OOH media planning, buying, and measurement on more than 20,000 digital billboards across Asia.

The Quad42 digital signage solution will become part of the Moving Audiences technology stack, which has been deployed for media agencies, brands, and screen owners across Singapore, Malaysia, Indonesia, Philippines, India and the USA. The acquisition, which includes Quad42’s team of digital signage professionals, look to “fast-track” Moving Walls’ efforts in the programmable signage vertical.

Srikanth Ramachandran, founder and group CEO of Moving Walls, added that Quad42’s digital signage solution is built for commercial environments and is able to deliver context-based messages. “Once digital screens are connected and programmable, besides being able to push contextual communication based on the viewer, they can be opened up to advertising demand systems,” he said.

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The company explained that the OOH industry has evolved by converting static billboards to digital panels, and is now onto its next phase of automating the buying and selling of digital advertising screens. However, Ramachandran believes that the “third wave” of digital advertising screens is looming ahead and will materialised in retail and place-based digital signage. According to him, it was first visualised in Spielberg’s Minority Report movie, which showcased how AI, programmable signage, and advertising would converge in the physical world to deliver personalised brand experiences.

Meanwhile, Quad42 CEO Ezhil Arasan Babaraj is looking to scale its digital signage platform globally by tapping into Moving Walls’ presence in Asia, Africa, and the Americas. “Digital signage is already the norm of communication in physical spaces. The next transformation will be more about the capabilities of delivering the right communication at the right time whether it is an advertisement or an internal announcement,” he said.

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