Moving Walls Group has appointed Omar Shaari as CEO of its newly-formed company Location Media Xchange (LMX). In his new role, Omar is tasked to accelerate the adoption of technology and data-driven outdoor media solutions in the Malaysian market. Omar last helmed the role of CEO of Posterscope in July 2019, a position he held for two years. He was also founded Dentsu One Malaysia (formerly known as Dentsu Utama) in 2005 and was with Dentsu Aegis Network for about 14 years.
LMX is an independent adtech company powered by a multi-sensor location media viewership measurement approach. According to the press statement, it is designed for brands and marketers to be able to reach moving audiences where they spend most of their time. LMX claims to offer a platform for marketers to profile locations based on the types of audiences around there and activate mobile and physical place-based media like digital billboards to reach them during this offline journey. A+M has reached out to Moving Walls for additional information about LMX.
Omar explained that LMX enables local digital out-of-home (DOOH) media publishers to automate and integrate their assets into the digital ecosystem, which then allows them to tap into programmatic DOOH and unlock a new revenue stream. He added that marketers will also benefit from more cost-effective, measurable programmatic DOOH media campaigns.
"LMX unites and empowers local DOOH media publishers to automate and integrate their assets into the digital ecosystem. This integration will enable the media publishers to tap into programmatic DOOH (pDOOH) advertising, unlocking a new revenue stream for them. From the demand side, marketers will now benefit from more cost-effective, measurable DOOH media campaigns. As for media agencies, we have tools to help them automate their planning and buying process," Omar explained.
Meanwhile, Srikanth Ramachandran, founder and group CEO of Moving Walls, said LMX focuses purely on the media technology side of the business. "I am happy to share that Omar brings a culture of collaboration, entrepreneurship and business integrity that we believe are key to driving not only our success but the transformation of the industry," Ramachandran he added.
In January, Moving Walls entered an agreement with Havas Group’s OOH brand – AdCity to introduce a regional first, post-campaign out-of-home (OOH) media analysis solution across the region. The alliance will enable Havas and AdCity clients to have greater precision while tracking ROI on OOH and DOOH platforms leading to more evidence-based outcomes and stronger understanding of audience behaviours and mobility.