Driven by its digital transformation, out-of-home (OOH) advertising has become the fastest growing traditional media channel. However, the medium still lacks measurement to help marketers evaluate and improve their campaigns.

Moving Walls, an advertising technology company, is introducing billboard audience data for brands to evaluate and improve their media spends.

Moving Walls founder and chief executive officer, Srikanth Ramachandran, believes that outdoor 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,” said Srikanth.

Nearly 100 brands have signed up for their “Three Billboards” analysis, the campaign was launched during the Malaysian CMO Conference on 16th November.

The industry initiative was inspired by the Oscar-winning film Three Billboards Outside Ebbing, Missouri, where three controversial billboards changed a criminal case.

Similarly, marketing leaders are invited to find out the impact of their own three billboards. All they have to do is share three billboard locations.

Leading billboard advertisers including Unilever, McDonald’s, Tune Talk, Konica Minolta, Shopee, UEM Sunrise, Mudah, BMW, and Puma are among those who have already signed up for the Three Billboards’ analytics.

Moving Walls is working with more than 100 billboard media owners across the region to standardise outdoor advertising measurement.

The company aggregates multiple sources of location-based data, including the use of smart IoT sensors to understand audience movement around billboards.

They are actively measuring more than 10,000 billboards in Malaysia, Singapore, India, Philippines, and Indonesia.

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