The modern, digital native advertisers are always looking to run very effective and targeted campaigns. That means, giving the right message, to the right audience at the right time! That’s easy if we were running digital ads, but can we do that on OOH screens?

Yes, Programmatic DOOH is now a phenomenon, which opens a world of opportunities both for media owners and advertisers.

What is pDOOH?

It is where DOOH inventory is sold and purchased automatically in real-time, by computers. Essentially, DOOH inventory is traded in real time, based on the buying criteria defined by the buyer and the conditions put forth by the media owner. pDOOH platforms make use of real-time signals to target audiences whom the advertiser requires.

The Power of Data

One of the key differences between plain DOOH and pDOOH is the layer of data which enables advertisers to make informed decisions, giving them desired campaign results. It is important for media owners to partner with the right tech solutions provider to ensure that they harvest this power of data. 

Advantages of pDOOH to Media Owners

·        Programmatic OOH blends the sharp audience targeting and convenient media buying capabilities of programmatic with the high impact and reach of OOH.

·        It reduces the complexity of buying OOH media by opening the available inventory to a larger base of buyers who can place ads in pDOOH enabled screens from anywhere in the world.

·        Improved targeting capabilities of audiences and improved campaign measurements would attract more budgets from performance driven advertisers and specialized digital agencies.

·        Media owners have great flexibility and control over their inventory. Premium inventory can be sold through private marketplaces, whereas unsold inventory can be monetized through multiple DSP’s.

How does pDOOH work?

·        Advertiser briefs agency on the campaign objectives, performance parameters and target audience

·        Based on the brief, the agency would define the parameters for the campaign such as targeted location, and other data parameters as well as their ceiling price.

·        This purchase request is sent through a DSP, which would look for suitable inventory which suits the advertiser requirements in multiple SSP’s

·        This goes through the DSP either in an open auction (Open RTB) or private marketplace (PMP), transacts with an Exchange or SSP for the agreed bid or sale.

·        The ad is then served across the appropriate screen or screens and the transaction is complete.

·        The data from the campaigns are recorded when the spots are executed and the measurement data is sent back to the advertiser.

Getting started with pDOOH

Working with the right partner who provides a complete solution is vital for media owners to gain maximum value from their inventory.Location Media Xchange (LMX), with a proprietary tech stack for automating all aspects of the OOH media business, provides an end-to-end solution for media owners to make their inventory available for programmatic buying and expose them to the largest and most popular omnichannel and specialist Demand Side Platforms or DSPs.

We all know Out-of-home (OOH) media as larger than life billboards and display units that attract your eye when you are out and about. It was one of the best ways to drive massive awareness and recall, however one of its key challenges was measurement.

Digital technology has changed advertising in so many ways. Thanks to developments in AdTech, OOH has also transformed into a much more dynamic and quantifiable medium.

What is DOOH?

Traditional OOH is quickly transforming into Digital out-of-home (DOOH) where static billboards and display units have now become digital screens which are connected to the internet and can play commercials or videos dynamically. Each screen is an addressable unit which allows content to be fed to it in real time, giving birth to DOOH or the Outernet!

A survey by AC Nielsen found that users are four times more likely to react online after being exposed to an OOH message, rather than the other offline media such as TV, radio etc. So not only is OOH great at triggering immediate brand recall and awareness, it also results in an immediate action.

With DOOH, the industry has been able to tap into larger budgets and video-based campaigns. Allowing advertisers to capture the attention of their target audience with OOH led media innovations and engagement. This marriage of OOH and AdTech has further led to the medium being more measurable, giving agencies the armaments they need to justify more budgets being pumped into OOH.

As these technologies become more complex and more autonomous, programmatic advertising technologies which were originally used in digital advertising have moved over to DOOH as well. At LMX, we provide end to end solutions for OOH media owners, giving them the opportunity to trade their spots programmatically and reach out to a larger number of advertisers.

Amidst the covid19 pandemic, a great number of advertisers was nudged into Programmatic DOOH (pDOOH) advertising due to movement restrains that were in place. Now, programmatic has moved from a ‘test and learn’ to a ‘must-have’ channel as the medium provides a new canvas for marketers to reach consumers on.

Moving Walls is a proud sponsor of the 16th Malaysian Media Conference 2022, happening on 24th August 2022 @11:15am.

Get a sneak peak of the session on Marketing Magazine WEEKENDER issue 340

This will feature a mix of brand, agency, and media owner leaders including Kiron Kesav, Chief Strategy Officer at Omnicom Media Group, Mahek Shah, Head, Account Management at airasia Media Group | airasia Ads), Maaresh Starling, Chief Executive Officer at Redberry and President of OAAM (The Outdoor Advertising Association of Malaysia) and Abhishek Bhattacharjee, Managing Director at Publicis Media.

“Programmatic has been heralded as the driver of media efficiency and connecting billboard media to this technology is attracting digital buyers to the medium. I’m looking forward to hearing the views of the multiple stakeholders involved in pushing DOOH to become the more accountable and addressable channel that it is today .” shares Srikanth Ramachandran, Founder and CEO of Moving Walls Group.

It’s all about the packaging. A creatively executed DOOH campaign can make all the difference on how a brand is perceived.

Dynamic creatives enable brands to curate their narratives to specific conditions like the weather. The ability to extend accurate messaging to the right audience, at the right place, and at the right time makes the ad contextually relevant.

Read the full article on Marketing Magazine WEEKENDER issue 337 >> Read More!

These last couple of years have proven to be a hurdle for the OOH (Out-of-Home) media industry. Due to the pandemic and global lockdowns, OOH was among the hardest hit advertising channels as advertisers paused or canceled campaigns. 

Now that the crisis is being managed and lockdowns have been eased, the OOH industry has seen progressive growth with the global market expected to reach almost a quarter of a billion USD by 2024.

OOH inventory is known for its diversity of formats and venues. These billboards and screens can come in different forms and sizes, from big iconic sites in the heart of a city to the smaller tablet screens found in rideshares. These screens can be sold individually or bundled up as a package. 

The Role of a Revenue Management System (RMS)

Owning many screens using platforms that connect to multiple Demand-Side Platforms (DSPs) and marketplaces can make it difficult for you to identify which sales channel brings you the most revenue. 

Here’s where a Revenue Management System, or in short RMS, comes into play. It is a software solution that enables you to effectively and efficiently carry out tedious tasks revolving around managing revenue. Not all OOH media owners have the luxury of time to manually run through each revenue stream their business is tied to, to analyze and determine which areas in their business require attention.

A perfect RMS for OOH business owners should be able to connect across various sales channels like direct buying with brands, automated and programmatic media buys, online screen bookings and more.

As a media owner, an RMS should assist you with inventory availability optimization, bookings and sales workflow management, inventory and package management, invoice generation and so on. Allowing your business to run smoothly, like the well-oiled machine you want it to be.

Key Aspects of a RMS

Subscribing to an RMS should help you manage your OOH business effectively while enabling you to maximize revenue and profitability. Giving you a clear picture of which investments of yours are working and which ones require changes. 

Find out more about LMX’s Revenue Management Suite to help you manage your revenue today!

The evolution of OOH media buying methods means that the inventory is now consumed in a variety of ways – especially for digital screens. This includes loop-based, event-based, audience-based, impression-based and other types of campaigns. 

In our recent conversation with the weekender, some of our media partners shared thoughts on how they were able to manage inventories from a single platform and how it has helped them manage multiple revenue streams. Hear from the likes of Ledtronics, Eyetalk Media Ventures, Laguna, and FC Media.

Uncover the full article on Marketing Magazines WEEKENDER issue 334 >>Read More

Location Media Xchange (LMX) is the supply-side technology arm of the Moving Walls Group. This Revenue Management Platform enables  media owners to optimise media availability across multiple sales channels including traditional sales teams, programmatic, open direct, and online self serve channels.

In a highly competitive and congested industry, knowing the ins and outs of supply side platforms (SSP) will give you the upper hand. Better yet, knowing what key features you should seek will help you be more specific and your campaign more effective. 

The global Programmatic Digital Out-of-Home (pDOOH) market is forecasted to hit 4.48 billion dollars by 2027. The increased transactions from both brands and media agencies in programmatically booked campaigns presents the opportunity for media owners in the industry to access new revenues and get a bigger piece of the pie from the total ad spend.

Enabling a pDOOH campaign can be as simple as approving a friend request on facebook, provided you possess the relevant planning and trading systems and softwares. But what system do you need to get started with programmatic?

You need a software that allows you to make your inventory available to media buyers – a supply-side platform (SSP).

What Is a Supply-Side Platform?

An SSP is a piece of advertising technology (AdTech) that allows you to streamline and automate the selling process of your DOOH inventory. It connects your screens to new markets and disparate media buyers. 

One major aspect of an SSP is that it is designed to sell your inventory at the highest possible price based on the bids received. Like in a real life auction, the highest bidder wins the item they are bidding for, your inventory will be allocated to the highest bidder, hence, making you more money. 

A platform like this allows your inventory to be booked from afar. Cross-border deals can be closed without the hassle of negotiating.

One thing to keep in mind is that not all SSPs are created the same way. Some may not have the features to fulfill certain nuances of the DOOH industry. 

Here are some key features to consider when choosing an SSP for your business.

Connect inventory to multiple DSPs

Advertisers like brands and media agencies use demand-side platforms (DSP) to book, build, manage and analyze campaigns from one central spot. 

Having an SSP that connects to various DSPs will ensure your inventory is more visible and reaches more potential buyers, increasing the probability of sales of your outdoor screens.

Increase Efficiency of Selling Process

An SSP allows media owners like you to automate your inventory selling process. You will be able to manage the distribution of your screens to advertisers from one location. 

The traditional way of doing this is to be physically present, manually assigning ad to the selected site.

Automating your business will not just save you time, but it will also help you cut operational costs.

Integrated Content Management System (CMS)

A CMS is a software or platform that allows you to deliver the correct content to the correct audience at the right time. You will be able to create, modify and distribute content remotely.

You will also be able to monitor all the digital screens in your network from your computer or mobile device.

All you will have to do as a digital screen owner is to manage the schedule of your content and leave the rest to your CMS.

Provides or Enables Integration to Audience Measurement

The tipping point where Programmatic DOOH will become the preferred choice of activating outdoor advertising will be driven by the availability of data. This could be industry standard data on impressions, audience intent data, and so on.

With the advancement of technology, media owners like you can access audience data in your hands if the SSP your inventory is on has an audience based measurement feature.

You will be able to access unbiased location-specific data directly from your SSP and this could act as the foundation to preparing detailed proposals and reports for your advertisers.

Conclusion

Supply-side platforms will help you deal with the growing demand for out-of-home advertising. Getting your hands on the right platform with the right features should allow you to increase your revenue. 

The right SSP should also keep evolving with times to ensure that your business is protected at all times.

What if you were told that there’s a marketplace now for DOOH media owners and media buyers to start trading on? Brands looking for the biggest screens in major economic hubs like Singapore or smaller towns like Ipoh in Malaysia can now buy these screens online – like how you’d buy soap on Amazon.

The DOOH industry has been a bit behind the rest of the world when it comes to making their screen inventory available for bookings online – but all that is changing now! 

A neat and user-friendly platform that now enables seamless browsing and buying of your inventory is coming your way.

If your inventory is listed on an online eCommerce platform, then your screens are just a quick search away from your customers! 

What Can an e-Commerce Site for DOOH Bring You

Having a platform like an e-Commerce site has made direct sales between media buyers and media owners like you, a possibility. You can now put your whole inventory online as a bundle.

Potential buyers can access your screens as a bundle or package. 

If you are looking to split your inventory into individual screens for full utilization, you can upload them as stand alone screens. 

This will give your buyers the flexibility to choose a specific screen or to buy a custom set of screens for their advertisement. 

Add DOOH screens into shopping carts

Just having a brick and mortar isn’t sufficient in today’s world. More often than not, a customer will most likely turn to their web search bar to look for the services they need. Having an online presence will bridge the gap for your potential customers.

A simple Google search can bring potential customers to your online store. Getting on an e-Commerce platform will create that online presence you need, that’ll make your business visible online, making it easy for your inventory to be spotted.

This will allow you to close sales online, from the comfort of your office or home. 

This system is not only convenient, but it’ll also help you save costs in terms of sales efforts wasted collating and preparing manual proposals and costing sheets.

Generate invoices directly on LMX Commerce

You can cut down on resources used for meeting clients in-person and your sales team on the ground can now focus on other key aspects rather than generating quotes or closing sales, one-at-a-time. 

Like all eCommerce sites, your online store will be integrated with a payment gateway. 

You will be able to accept local and international payments without any interference. 

The system converts the rates of your inventory according to the currency selected by the media buyers. 

This will not only create a smooth and pleasant shopping experience for your customers but it will also enable you to expand your customer base to new markets. 

You will be able to receive your payments almost instantly – and unlike traditional transactions, get it all in one-shot!

Here’s Why You Should Subscribe

If you decide to bring your business onto an eCommerce platform, your potential customers will have access to real time inventory. 

Any changes made to your screens will be updated instantly. They’ll know the status of each screen you own based on the updates seen on the eCommerce site. 

This will increase your business agility and help media buyers make quick buying decisions, saving time for you and your buyers.

Buying and selling through a screen online is the future! This is a system that will stay updated with new trends and technologies and future proof your business. 

You will not have to worry about upgrades or updates. The system will always bring the latest features to ensure your business runs smoothly.

Expand Your Customer Base

Having the big names like Coke and Samsung purchase your screens is great because they take huge chunks of your inventory. However, you will find that you have small gaps between these bookings. 

An eCommerce platform can serve as a direct link between your inventory and smaller brands or startup companies. You can put up your inventory with discounts and price drops for those short periods. 

This will be a win-win situation for both you and your new customers. They’ll be able to afford billboard advertising while your inventory will be able to get demand from more brands than ever before. You can maximize your profits now.

You will be able to expand your clientele to include smaller brands and screens can now reach their full potential while being inclusive.

If these are things you are looking to achieve with your business and inventory, fret not,  LMX Commerce is the one-stop shop that will take care of everything you see above, and more. 

Book a consultation here to have a preview of this service!

For a digital signage owner, good content management ensures the right creatives are playing on the screens whether these are paid advertisements, weather updates, news, or any other information. Making a decision on the content management system (CMS) that will power your network is crucial to ensuring you deliver the ideal experience for those viewing the screens.

What is a Content Management System (CMS)?

A CMS is a platform or software that helps you deliver the right content to the right audience at the right time. With comprehensive digital signage software, you can create, alter and distribute digital content remotely.. You’ll be able to keep track of all the digital screens in your network from a single computer or mobile device.

Choosing the Right CMS

How do you know if the software you have right now is compatible and suited to your needs? Or if you are contemplating getting one, what are the key features to look out for?

Here are a few things to consider when choosing the right CMS:

• Cloud-based platforms

• Automated content delivery features

• Programmatic Advertising capabilities

Let’s take a closer look at the points above.

Cloud-based platforms

A cloud-based or web-based platform gives you access to all its features by simply logging in on the web. It does not need any installation.

Campaign implementation and making operational calls anytime, anywhere is now a possibility. This eliminates your need for several systems. You can manage various screens on a large network in a simplified manner.

A cloud-based platform will help you save time and avoid unnecessary expenses.

Automated Content Delivery Features

Dynamic and contextual content will increase audience engagement. That is what all advertisers aim for. Being able to deliver that will put you in a sweet spot as a media owner.

Technology today allows you to display content that’ll change in response to triggers. In 2020, foodpanda Philippines ran a campaign that combined traffic and weather triggers.

Studies have shown that contextual content resonates with audiences. 80% of consumers said that they would make a purchase when met with personalized ads. That is the end goal of all advertisers. Having a system that supports features like this prepares you for the future.

Programmatic Advertising support

CMS software that incorporates programmatic integrations natively helps with inventory monetization. Advertisers will have real time access to your inventory. With the insights from your digital signage software, they can make a transaction that meets their requirements.

Programmatic measures geolocation data based on audience movement pattern and activates the DOOH inventory in real time.  Making it easier for media buyers to spot your inventory.

Investing in the right CMS increases your operational efficiency and delivery of cutting edge content. LMX Content could be the solution to your problems..

Having all the features mentioned above and more, LMX Content runs across multiple networks and technology stacks. You will be able to manage all your screens, even if they run on different technology.

All you have to do is manage your schedule settings and the software will do it all. It will even distribute your content accurately. 

Investing in the right CMS software will safeguard the future of your business. 

Download this eBook to help you gain a better understanding of CMS softwares and how it works.

Friday, 27th May 2022, Singapore – Location Media Xchange (LMX), the supply-side technology arm of the Moving Walls Group, has announced the launch of a complete Revenue Management suite for Out of Home (OOH) media owners. 

The product announcement happened as the industry’s leading stakeholders converged at The World Out of Home Congress Toronto 2022. The company is offering a no-obligation 90-day trial for media owners to experience the platform.

OOH’s global renaissance has continued into 2022 after sharp drops during the peak of the Covid-19 pandemic. Several factors including increased travel activity, growth of digital signage, and the growing interest in Programmatic Digital OOH advertising is contributing to this.

Efficiently Managing Multiple Demand Channels

OOH media owners now handle multiple sales channels – direct brand relationships, agency-managed spends, programmatic or automated media buys, and even online campaign bookings. Allocating inventory in an efficient manner is critical because unlike digital publishers who own virtual space, OOH media owners own physical assets that consume fixed costs like electricity, internet fees, maintenance, and more.

The expansion of OOH buying methods also means that the inventory is now consumed in a variety of ways – loop based, event based, audience based, impression based, and so on. Maintaining up to minute availability information, understanding utilisation, and prioritising sales channels is just not scalable if done manually.

The LMX Revenue management suite solves this by providing an online platform that connects traditional, programmatic, and other forms of campaign booking information in one place. The platform seamlessly connects to native and third party applications like the content management system or the accounting system by the media owner.

According to Mandakini Negi, Co-Founder Moving walls & Global Head of LMX, “It is difficult to improve what you cannot measure. OOH media today is bought and sold in several ways and media owners who have a handle on inventory utilisation and demand trends across all their media sites in real time will be able to make decisions that improve their revenues.” 

LMX already works with more than 200 media owners across the globe including Southeast Asian markets (Singapore, Malaysia, Indonesia, Thailand, Philippines, Vietnam), India, The Middle East, Sub-Saharan Africa (Nigeria, South Africa), and Latin America. The platform supports all kinds of media owners who use it to manage different parts of their business.

According to Gautam Bhirani, Managing Director, Eyetalk Media Ventures (India), “Our network of screens spans across multiple locations. Just as the content on these screens is managed centrally, we require a system to understand live availability, build proposals, and accept campaign requests in an automated manner. The LMX suite does all of this from one application.” 

Similarly, FC Media (Morocco) uses LMX to provide measurement for their residential screen network “Accountable media channels build trust and therefore attract more spends. As the media owner, no one should know more about our sites’ performance than us. LMX Measure enables us to provide campaign forecast and delivery metrics beyond just the ad plays,” says Saad Bencharef, Directeur du Patrimoine at FC Communication.

Meanwhile, Eddie Song, Managing Director, Laguna De Bay (Malaysia) says that Integrating DOOH screens to the programmatic ecosystem is just the first step. “Just like digital, we need to make sure our inventory is visible and accessible to multiple demand partners. LMX Connect provides our network with the ability to transact with omnichannel and specialist Demand Side Platforms locally and globally.” 

Finally, for digital signage, the content management system (CMS) is the heart that keeps it functioning, says Victor Wong, Founder and Managing Director, Ledtronics (Malaysia). Today’s DOOH ad serving requirements go way beyond just scheduling creatives. There are creative rules, verification, and programmatic integrations involved too. The LMX CMS fits the bill as it is already natively connected to the deal acceptance, creative approval, and inventory management features of the platform.” 

For press related inquiries, please contact quinn@movingwalls.com 

About LMX

Location Media Xchange (LMX), a newly formed company under the Moving Walls group, is the world’s first independent advertising technology company that is powered by a multi-sensor location media viewership measurement approach. LMX has been designed for brands and marketers to be able to reach moving audiences where they spend most of their time. LMX provides 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.