Moving Walls looks to measure data in the OOH media space

Moving Walls, an advertising technology company, is introducing billboard audience data for brands to evaluate and improve their media spends.According to the company, driven by its digital transformation, out-of-home (OOH) advertising has become one of the fastest growing traditional media channels. However, the medium still lacks measurement to help marketers evaluate and improve their campaigns. Srikanth Ramachandran, the founder and CEO of Moving Walls, said that advertising is yet to offer its true potential.“How many people and whom are your billboards reaching? This is the fundamental question we are helping marketers address. Optimisation has become second nature for marketers in digital advertising. So why can’t they do the same with their physical advertising? This will enable the medium to become more than a backdrop or drum-beating medium,” he said.The company also said that nearly 100 brands have signed up for the “Three Billboards” analysis. The initiative was inspired by the Oscar-winning film Three Billboards Outside Ebbing, Missouri where three controversial billboards changed a criminal case.Meanwhile, according to Zenith, global outdoor advertising spend is expected to reach USD 38 billion this year, up 3% from 2017 and 35% since 2010. In Malaysia, the medium grew 8% in 2017 based on analysis by Posterscope.