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OUT-OF-HOME MEDIA

Dentsu Africa partners with Asian-based Moving Walls on DOOH platform

By our News Team | 2023

Partnership is launching a full-stack digital out-of-home advertising technology platform across multiple markets on the continent.

Moving Walls, an outdoor advertising technology provider operating mainly in Asia, has entered into a partnership with Dentsu Africa, the local arm of the multinational specialist digital marketing and communications firm.

The new partnership will launch a full-stack out-of-home (OOH) advertising technology platform across multiple markets in the continent. This includes a supply-side platform that will aggregate OOH inventory information and connect media owners in Africa to advanced inventory and campaign management tools.

OOH Media

Photo credit: Dentsu

Meanwhile, advertisers will leverage advanced DOOH activation and measurement capabilities from a single platform.

According to a media statement, the new offering is set to launch in “three of the largest African markets with a series of pilot campaigns for leading brands”. The three countries are not specified in the statement.

Strong OOH growth being recorded in Africa

OOH attracts a relatively higher percentage share of advertising in Africa compared to other regions, it was revealed during World Out-of-Home Forum in Africa last year. While television and radio have mostly remained fairly stable and newspapers and print have been declining, OOH spending has continued to grow. 

Studies suggest that OOH media account for around 13% of advertising revenue in most key African markets.

“With their global scale and platforms that address the entire ecosystem, Moving Walls is the ideal partner to launch these new DOOH capabilities for our region,” says Alex Tutu, the Kenyan-based Regional Director at Dentsu Location Services. “It is especially important that this is a tech solution that allows for flexible customisations for the different markets we are launching in.”

Srikanth Ramachandran, Singapore-based founder and group CEO of Moving Walls, adds that such a partnership is ideal to quickly scale solutions to a region where OOH remains fragmented. 

“Our platforms have been battle-tested in regions where even neighbouring countries have vastly different OOH ecosystems. By launching this solution with Dentsu, some of the largest advertisers across Africa will be able to transform how they run OOH advertising,” he says.

Moving Walls has offices in Malaysia, Singapore, India, Indonesia and the Philippines. The Dentsu agency group operates in 143 markets and is based in London.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.