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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.
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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