Moving Walls, GroupM Partner a New To Deliver DOOH Capabilities in PH

Expanding their collaborative efforts from previous agreements in Indonesia and Malaysia, GroupM, a media investment company, and Moving Walls, a global outdoor advertising technology provider, have joined forces once again to enhance automation and transparency in Digital Out-of-Home (DOOH) advertising throughout the Philippines.

This renewed partnership empowers GroupM Philippines’ agencies to utilize Moving Walls’ Moving Audiences, a comprehensive audience data-driven planning, purchasing, and validation solution for DOOH media. Moving Walls has developed an advanced technology stack, including a DOOH planning tool that forecasts audience behavior based on recent movement patterns. The Moving Audiences platform has already been successfully deployed for campaigns across various GroupM clients.

According to Moving Walls, the majority of DOOH inventory in the Philippines is already integrated into this ecosystem through Location Media Xchange (LMX), the supply-focused subsidiary of the Moving Walls group.

Yasmin Mallari, Chief Investment Officer at GroupM Philippines, emphasized the growing importance of DOOH in the omnichannel landscape, highlighting the potential reach across various consumer touchpoints. She stressed the significance of accountability in ad placement and campaign performance, noting that this partnership enhances their DOOH planning capabilities and expands measurement options for clients.

“There is no doubt that DOOH’s role in the omnichannel mix will continue to grow as the potential reach of this medium is now across locations where consumers commute, work, eat, reside, and more. Brand investments will also grow when there is accountability around where the ads are being served and how campaigns perform. This partnership enables us to enrich our suite of offerings in DOOH planning and extend further measurement capabilities to our clients.”

Norman Davadilla, CEO of Moving Walls Philippines, underlined the transformative impact of this partnership on the DOOH landscape in the Philippines. He noted the country’s leadership in the regional DOOH arena and expressed excitement about extending these capabilities to Philippine brands. “Philippines is a regional DOOH leader where both the buy and sell side industry associations have launched initiatives to implement common measurement standards. We have partnered GroupM in other markets and are excited to extend these capabilities to brands in the Philippines.”

This collaboration with GroupM follows Moving Walls’ partnership with the Out-of-Home Advertising Association of the Philippines (OHAAP) less than a year ago, aimed at bolstering the data-driven OOH industry in the country to foster further expansion.