LMX - Blog #Whats New

Location Media Xchange: Your Partner to Unlock Programmatic DOOH Revenues

Fri, 26 May 2023 03:57:49 +0000

Out-of-home (OOH) advertising has a rich history spanning nearly a century, from the first hand-painted billboards to the modern, digitized billboards and screens that now dominate our urban landscapes. The versatility of OOH advertising has allowed it to adapt to the changing times and environments, and it remains a powerful medium for brand exposure and promotion.

Today, OOH advertising can be found in various forms and locations, including buses, trains, airports, malls, and even street furniture. With the growth of digital technologies, OOH advertising has become even more dynamic and interactive, offering advertisers new ways to engage with their audiences.

Understanding Programmatic Digital Out-of-Home Advertising

Enter programmatic digital out-of-home (pDOOH) advertising, a game-changer in the world of outdoor advertising. With the rise of digital technologies, traditional OOH advertising has had to adapt to stay relevant. pDOOH advertising has allowed for the buying and selling of advertising space on digital billboards and screens in a much more efficient and effective way than traditional OOH advertising.

By using real-time bidding and automated technologies, pDOOH advertising allows for more precise targeting, more accurate campaign measurement, and optimization mid-flight. This leads to more successful campaigns with higher ROI for advertisers and increased revenue for media owners. pDOOH advertising has quickly become the future of OOH advertising, and media owners who invest in the right technology and infrastructure can reap the benefits of this innovative approach to advertising.

Discover the Advantages of pDOOH

pDOOH advertising offers significant benefits to both OOH media owners and advertisers. Media owners can efficiently sell their advertising space and maximize their revenue with pDOOH. This is achieved through the use of real-time bidding and automated technologies, which allow for faster and more accurate ad placement.

Advertisers, on the other hand, benefit from a more targeted approach to advertising. They can use audience data to reach their specific target demographic, ensuring that their message reaches the right people at the right time. This results in higher engagement rates and a better return on investment (ROI). By utilizing pDOOH, both media owners and advertisers can enjoy increased efficiency and profitability, making it a true win-win situation.

Finding the Right Partner for Successful pDOOH Advertising

Media owners require the necessary software and infrastructure to succeed in programmatic DOOH advertising campaigns. Location Media Xchange (LMX) is the ideal partner, providing media owners with a complete solution for running effective pDOOH advertising campaigns.

One important reason to collaborate with LMX as an SSP is our ability to link media owners with programmatic buyers all around the world. Our technology enables their inventory to play an important role in omnichannel campaign executions, reaching buyers worldwide. This means that OOH media owners can simply broaden their reach and increase revenue by allowing brands to buy their inventory from anywhere in the world.

Another reason to choose LMX is our round-the-clock support. Our expert ad operations team will assist media owners every step of the way, delivering top-notch assistance anytime you require it. We understand how difficult it can be to navigate the programmatic DOOH advertising landscape, which is why we provide hands-on service to assure their success.

Furthermore, LMX provides a comprehensive platform with targeting, reporting, and dynamic content capabilities. They can easily manage their inventory, track performance, and generate post-campaign reports to maximize their revenue. Our platform is intended to help them streamline and grow their OOH business.

In a nutshell, pDOOH advertising is the future of outdoor advertising, and media owners need to be prepared to support it. With the support of LMX, media owners can confidently embrace the benefits of pDOOH advertising and capitalize on the opportunities it provides.

Want to see the power of pDOOH for yourself? Book a demo today and experience the future of outdoor advertising!

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Employee Spotlight: This International Women's Day, Be Unapologetically You

Wed, 15 Mar 2023 06:31:55 +0000

The Sanskrit phrase "Aham Brahmasmi" translates to "I am God" or "I am enough." This concept acknowledges that we are all interconnected with the universe and its creator. Therefore, discrimination and hatred are unnecessary. The whole is only as strong as its parts, and each part contributes to the whole. Gender should not matter because we are all made of the same stardust from the universe and will return home, back to the same universe.

But what is it like to be a woman in a man’s world?

“It's nothing but a slow glowing dream.

That your fear seems to hide deep inside your mind

All alone we cry.

Silent tears full of pride,

In a world made of steel, made of stone!”

- Lyrics from Flashdance

As the lyrics suggest, women may feel like they are living in a world made of steel and stone, and our fears may be hidden deep within our minds. Nevertheless, we believe in ourselves and use our passions to bring our dreams to life. Unfortunately, this does take a huge toll on us because:

We labour in roles and jobs designed for men, work harder to fill these roles. Rather than calling out, we express gratitude for having these opportunities that were previously denied to us. We refrain from calling out, in fear of losing out ,as we are women.

So what do we do ?

We put in our souls, work harder to prove our worth and grind ourselves to powder

All so that we can battle against the cliché mold set for women including the infinite expectations that come along - dress demurely; speak softly; nurture others; look fair and beautiful; stay within walls, control emotions , reactive vs response lessons, monthly moods, menopausal, …….

Well yes parts of this I too am guilty of being in the mold.

Nevertheless, as a woman who has spent 54 years on this earth, I am proud of my accomplishments and my conscious efforts to break free from these molds, despite the potential backlash.

So how does each break the boundary? I share my story and here it goes.

An integral part of my outlook and beliefs has been due to affiliation to the Armed forces-

It has helped build what I call “Military personality” because of being a very male oriented organization (It's only this year the army decided to give command, front line positions to women!

1. Communication that shows intention and intensity: Clear and direct communication has been a hallmark of my approach to interacting with others. I attribute this to my time spent at Army Public Schools, where there is little room for ambiguity or self-doubt. While some may view this communication style, verbal and actions, as abrupt or impolite, I find it to be efficient and effective in cutting through the noise and achieving clarity of purpose.

2. Confidence to dare and perseverance to succeed: I left a well-paying job at the age of 28 to focus on raising my daughters because I believed in my ability to pick up from where I left. And since then, I have taken on various challenges such as choreographing a fashion show for one of the largest Hotel management chains in Kolkata with no prior experience; participating in YouTube promotional activities for Frank Finn across Mumbai; setting up a Business for Training corporates such as banks and educational institutes ;running multiple marathons including 2 ultra-marathons, and even holding art exhibitions to inspire other women to go out and dare. Do not wait for the world to make way for you. My current role in the outdoor advertising industry is yet another example of my willingness to step out of my comfort zone and take on new challenges.

3. We are different: My military discipline has taught me to value both our similarities and acknowledge that differences define who we are, what we believe in. It has helped me appreciate that our unique experiences and perspectives are what make us who we are, and that there is no one right or wrong way to view the world. This has been a valuable lesson in promoting self-reflection and fostering greater acceptance of others.

As sisters, mothers, daughters, wives, friends, aunts, grandmothers see and recognize us not only as caregivers, providers, supporters but also as leaders, path breakers, visionaries.

Undoubtedly, the men, women, children, and elders in my life have played significant roles in shaping me into the person I am today.

My daughters have taught me that taking small steps every day is the key to achieving bigger dreams. To dream beyond your capacity today is the essence of living a life full of new experiences.

My mother and grandmothers have taught me to break free from societal norms and not be constrained by my caste or gender. My grandmother's achievement of being part of the first batch of Madame Montessori teachers in London and travelling there alone as a Rajput woman from India in the 1930s ,has inspired me to strive for independence.

Throughout my adventures, my husband has been a supportive partner, never hindering my pursuits.

My father has always encouraged me to chase my dreams and not let anyone be the cause of my failure. He instilled in me the power of belief.

“Go after your dreams and don't let anyone in this world be the reason for your failure. Believe and you will be.”

Both of my brothers have played a significant role in pushing me to go beyond my limits.I would never have known the importance of perseverance, hard work, and commitment to society. As a specialist doctor, my older brother has demonstrated that being human is more important than making money. The younger one, completely changed my perspective on life having completed two ultra-marathons with me. He made me believe that no challenge in this world is insurmountable and this feeling I bring to every action I choose.

By finishing these races, not only has he helped me become a finisher but also a part of the less than 1% of the world's population that has accomplished such a feat.

Throughout my career, my bosses and business partners have played a significant role in shaping my journey. My first boss gave me the freedom and trust to build the business which propelled me to take charge of my own success. There was no stopping thereafter!

The self belief has stayed with me and helped me build my best life decades in India and now at Moving Walls.

Srikanth, introduced me to the world of Malaysia outdoor advertising, and new adventures, inspiring me to take on new challenges without fear.

In all my life journey ,I'm grateful to all who played the roles of teachers, colleagues, and mentors and helped me learn new skills and live life to the fullest. I owe them all love and respect.

So, yes as women we are needed as we have a unique and important role in the world. We not only create life but also have the ability to bring life to everything we touch. However, despite our many contributions, we are still navigating what it means to be a woman in a world that is often dominated by men. We women should support wo + men and help move walls. Because every good thing comes at a cost and every struggle is an opportunity waiting.

Let us take a moment to celebrate ourselves and all those who have played a part in shaping us into the individuals we are today. It is important to remember that being true to ourselves is what truly matters, regardless of our gender.

Cheers to being authentically and unapologetically ourselves!

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LMX and MIZET Partner Pyxis UAE to Enable Dynamic Content Management for New Retail DOOH Network

Tue, 21 Feb 2023 05:22:58 +0000

13th February, 2023 - UAE: Location Media Xchange (LMX), the supply-side arm of Moving Walls Group along with its strategic sales partner Mizet has announced a partnership with Pyxis that will see an exciting new retail Digital Out-of-Home (DOOH) screen network equipped with best-in-class content management technology.

The collaboration leverages the strengths of all three companies to offer a comprehensive content delivery platform for the large DOOH network that will soon be available across 100s of locations across the United Arab Emirates.

Given that the Content Management System (CMS) is part of an enterprise software stack that addresses every aspect of a DOOH media business, the network will be built with programmatic adserving capabilities from its launch including connectivity to the world’s largest digital advertising platforms.

According to Srikanth Ramachandran, Founder and CEO of the Moving Walls Group, “With the growing demand for Programmatic and dynamic DOOH campaigns, choosing a CMS that comes with these in-built capabilities is crucial to the success of any advertising business. We also believe in having the most capable local partners to ensure effective deployment and ongoing support for such a project since it spans across so many locations.”

The partnership hinges on Pyxis extensive experience in tailored event and project management. The highlight of this partnership is the launch of a new network of Out-of-Home (OOH) place-based screens in the Middle East. This network will provide clients with a powerful new tool for reaching consumers, and will feature state-of-the-art technology, and high-quality displays throughout the region.

“As a DOOH business in UAE, LMX, together with the BrightSign media players, provide us with the perfect system that adapts reliably to all the schedules our clients impose on us. LMX helps us to meet all our customers' needs on time. We are pleased to have signed this long-term contract with them." said Pierre Breton, Manager at Pyxis commenting on the partnership.

MIZET is representing the LMX CMS solution in this region. According to Miz Rahman, Co-founder and CEO of MIZET, “We are proud to have partnered with LMX to spearhead the integration of the LMX CMS on BrightSign hardware. Our long term partnership with Pyxis in Abu Dhabi has enabled this DOOH network to be the first network to have launched with the new release by LMX.”

This is an important milestone given that the platforms are used by more than 200 DOOH media owners across the world. It is also a significant integration into BrightSign hardware as the company announced shipping its two millionth media player in 2021.

About LMX (lmx.ai)

Location Media Xchange (LMX), a 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.

About Pyxis (pyxis.ae)

Pyxis is an Abu Dhabi based event management and production services company. Sitting under ZMS Companies Management LLC, a wholly owned subsidiary of ZMS Holding LLC and a fully Emirati owned group of companies. They provide tailored event and production solutions and make it a priority to understand their client’s objectives, working alongside clients from concept to completion to create a unique and memorable event.

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Grow Your Digital Signage Revenues with Programmatic Digital Out-Of-Home (pDOOH)

Fri, 20 Jan 2023 07:55:10 +0000

The retail industry braced itself for a rough start this year. Consumers’ buying decisions have changed dramatically with the increased cost of living. However, China’s border opening announcement, after almost 3-years of isolation, caused a surge in outbound flight bookings. Trip.com Group observed a 254% increase in outbound flight bookings the day after the announcement that the travel restrictions would be eased from the 8th of January 2023.

With Chinese tourists flying out for the holidays, retail enterprises across Asia should anticipate increased tourist spending. Advertisers would seize the opportunity to reach these tourists traveling all around the world during the festive period and what better way to reach these moving audiences than using digital screens?

In a cookie-less world, advertisers will seek out newer ways to target the masses and location-based media will be in an advantageous spot.

Digital signage has been a catalyst for Out-of-Home (OOH) advertising growth, which has yet again proven to be one of the most reliable mediums of advertising. The industry survived the difficulties posed by Covid-19 and emerged stronger. And, it is always evolving with cutting-edge technology to serve advertisers and media owners better.

How can digital signage operators ensure that advertisers always seek out and reserve your inventory for their next campaign? Having premium assets at spectacular locations may play an important role, however, there are additional things an outdoor media owner can do to secure a place in the race. The key quality we’ll be examining today is - being programmatic-ready!

5 Reasons to be Programmatic Digital Out-of-Home (pDOOH) Ready

Let's quickly review what programmatic digital out-of-home (pDOOH) is before delving into its advantages. pDOOH is an automated system created to buy and sell advertising space on digital signages and other digital formats in outdoor spaces. Planning, scheduling, and implementing advertising campaigns on digital screens across the world is a breeze when advertisers use pDOOH.

The OOH business can gain greatly from programmatic advertising. Here are a few reasons why.

Increased Efficiency

Media owners can automate the process of buying and selling OOH inventory by using programmatic DOOH. You can do this to save resources for manual labor in addition to time.

Better Targeting

According to their needs, your clients will be able to target particular audiences depending on location, time of day, and other variables, resulting in more successful campaigns.

Improved Measurement

pDOOH generates more thorough analytics and measurement capabilities than traditional OOH, which can assist media owners and advertisers in quickly making data-driven changes to campaigns and understanding how well they are performing.

Greater Potential for Revenue

The demand for your inventory will most certainly increase as a result of the availability of inventory that supports programmatic DOOH, bringing about a bigger potential for revenue.

Enhanced User Experience

Delivering relevant and tailored material to viewers with programmatic DOOH improves the user experience overall and boosts campaign success.

Being Prepared for the Future of Out-of-Home

Industry experts are expecting more programmatically driven campaigns to emerge this 2023. We witnessed a game-changing 3D anamorphic pDOOH campaign, successfully executed in South Africa last November. This execution was the first of its kind globally and this is just the tip of the iceberg.

Making sure your digital screens have programmatic capabilities is imperative to stay ahead of the game and having the right supply-side platform to partner with is paramount. It is important to consider factors such as platform features, integration and reach, cost and the support you’d receive from your service provider. It is always a great idea to explore your options to make sure it meets your needs.

Location Media Xchange’s (LMX) complete supply-side technology has targeting, reporting, and dynamic content capabilities. The SSP is not only integrated with its parent company’s demand-side platform, Moving Audiences (MAX), but multiple other omnichannel and specialist DOOH DSPs in the industry including The Trade Desk. The platform is also integrated with a comprehensive content management system. LMX is built to streamline your OOH business and bring it to the next level.

You can find out more about pDOOH and book a demo today to experience LMX for yourself.

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What is a Revenue Management System and How Does it Benefit OOH Media Owners?

Wed, 04 Jan 2023 06:19:28 +0000

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!

Location Media Xchange Launches Revenue Management Suite for OOH Media Owners

Wed, 04 Jan 2023 06:13:20 +0000

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.

Moving Walls and jeki join forces to address global/local communication challenges

Wed, 14 Dec 2022 06:26:00 +0000

Building and strengthening a seamless system to meet inbound and outbound demand globally

December 13, 2022:, Tokyo - Global ad-tech solutions provider Moving Walls and Japanese OOH major jeki have inked the deal for a partnership that will see jeki screens light up across Japan as the country caters to an influx of inbound and outbound demand on a global scale.

The partnership will build and strengthen a seamless system to meet a growing demand for media assets. Moving Walls will leverage itself as a global media solution partner to bring global buyers to jeki media.

Jeki will have access to a global network of clients from which they can tap into global/regional digital budgets to execute campaigns in Japan. Meanwhile jeki will also work with Moving Walls to run overseas campaigns for Japanese clientele.

“Jeki noticed the increasing momentum of Japan-bound tourism in Southeast Asia with the easing of Corona related entry restrictions. We are confident that networking OOH in Southeast Asia will be a powerful boost for our clients, especially as we specialize in tourism promotions for local governments and other clients throughout Japan,” said Atsushi Takahashi, Managing Director and CDO of jeki. .

“This is a historic partnership for Moving Walls. We are proud to partner with a forward thinking and innovative media owner such as jeki - whose ideals for both Japan and beyond are admirable. This is the first of many more steps to come,” said Group CEO and founder of Moving Walls Srikanth Ramachandran.

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Out-of-Home Media Owners can Now Reach New Advertisers with Self-Serve Advertising

Tue, 22 Nov 2022 05:36:28 +0000

Digital marketing has dominated marketing spend for years, but the tide is turning. The medium is facing the challenge of oversaturation. Consumers are now resisting the allure of paid online advertising without even engaging with the message of that content. Brands are beginning to realize that their online audiences are not eager to see sponsored ads pop up in their social media feeds because they find it intrusive.

The option to skip ads is often used, resulting in ineffective messages. A data analytics and brand consulting firm conducted a study that found 55% of UK consumers are apathetic to advertising content. By using ad-blocks, brands and advertisers are realizing that they need to resort to other advertising mediums to reach their customers without them being perceived as annoying. Advertisers are turning to out-of-home advertising (OOH) to make the desired impression on consumers.

New challenge for out-of-home media operators

The increasing demand for OOH is creating a similar problem in the industry. Instead of facing an oversaturation of advertising, the industry is increasingly facing a problem of oversaturation of inventory

This is especially evident in high-traffic areas like city centers. The industry is running out of space for new inventory in areas that are typically in high demand by advertisers, such as iconic landmarks and other highly regarded locations. In addition, too many OOH sites in a given area can lead to lower occupancy, which can negatively impact a media owner's portfolio

Prestigious media owners who have sites in these locations are drastically lowering the price of their assets to sell their inventory, resulting in a "price war" between industry leaders. It is also difficult for advertisers to make well-informed decisions when booking locations with different media owners.

This could jeopardize their OOH businesses and affect advertisers' perception of the industry and its offerings.

The Perfect Solution

As large OOH media companies, running on empty is not a viable option. Maintaining assets and business requires financial resources. Leading outdoor media owners typically have pre-arranged contracts with agencies and regular clients with whom they work directly. They have their own sales team to service their clients. Their resources may be limited, preventing them from expanding their reach.

As long as their customers are happy, these deals can help them make a living, but they may not be enough to offset the disadvantage that comes from the oversaturating of inventory. While the industry is implementing regulations and compliance to address the above problem, media owners can now take advantage of a new trend in OOH - self-serve advertising.

The Role of Self-Serve Advertising in This Climate

Self-serve advertising is a process where advertisers and brands can create, plan, book, and execute an OOH advertising campaign on their own without the help of a human. This service has been available primarily in the digital advertising medium. Thanks to advertising technology companies, the OOH industry is now also able to support self-serve advertising

Media owners can now cast a wider net to attract new customers, which can add another sales channel to their business and increase their revenue. With a self-serve advertising portal, they can reach direct brands interested in OOH, as well as clients from multiple markets who want to run cross-border campaigns.

At LMX, we believe media owners should be able to reach media buyers without the help of a third party. LMX Online offers a self-serve advertising service that creates a fully customized self-serve portal that connects directly to media owners' websites. This portal will serve not only to reach potential customers but also as a fully functional 24/7 sales channel.

Here are some upsides to self-serve advertising to OOH media owners:

Automated campaign bookings
Full control over price and packages
Broaden business portfolio
Lead generation
And more…

An out-of-home media buyers experience of self-serve advertising

Media owners will be able to close deals through end-to-end online campaign booking or even collect leads through their self-serve advertising portal, which can then be followed up by their sales team to physically close the deals.

Learn more about self-serve advertising and how it can elevate OOH businesses. Book a demo today to better understand how a self-serve advertising platform works.

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Reach More Out-of-Home Advertisers & Increase Revenue by Selling Online

Fri, 04 Nov 2022 06:31:35 +0000

We once depended on fire to communicate with people, using smoke signals, warning them of danger, or asking them for help. From a natural element, we moved to use birds, sending messages to a particular location or person, not knowing if the message was delivered accurately. We then got better at reaching out to people as we discovered new technology to improve communication. We can now reach people in seconds via email or a simple text message. Our communication has become instant. The introduction of automation and the internet has saved us effort and time to get messages across.

Out-of-Home (OOH) advertising, the oldest form of advertising, has seen a similar evolution. From laws publicized on large rocks during early Egyptian civilization to the use of anamorphosis to display 3D advertisements outdoors today, OOH has survived the test of time and evolved with technology to stay relevant. The introduction of the internet has helped the industry break boundaries. Pairing OOH with the immeasurable capabilities of the internet can make the industry limitless.

Why Should Media Owners Go Online?

Having an outstanding online presence can bring you new business opportunities. Clients and new business owners still rely on search engines to discover new agencies and services to execute campaigns. Going online also makes sure that OOH media owners are not just reliant on salespeople to grow their footprint. Once your site details, availability, and booking options are online, you are basically selling your media all day every day. This is what self-serve advertising can do for the OOH industry.

Self-serve advertising means having a channel or medium that allows an advertiser or brand to plan a campaign and book advertising inventory without interacting with a physical sales representative or media owner to complete their purchase. Traditionally, media owners would depend on a middleman or salesperson to manage their relationships with advertisers to bring in deals and manually complete the sale process.

Oftentimes, media owners are not fully in control of the price negotiations that happen between the media buyers and the middleman bringing in the business. The lack of transparency can be unsettling.

Take Back Control with Self-Serve Advertising

With the emergence of self-serve advertising, manual tasks can now be automated to save time and resources, and the cost to maintain a self-serve platform is relatively low. Media owners can now decide what inventory is published on their self-serve portal and at what rates. Aside from this, assets can be bundled into packages and promotions to facilitate underutilized assets and also attract more buyers.

A media buyer is only required to visit the website of a media owner to make their bookings online. They can plan campaigns based on their requirements, create a proposal, get approval and make the payment immediately without the interference of a sales representative. Media owners on the other hand can choose to use their self-serve portal as a platform that generates leads or to manage the end-to-end process of campaign execution.

LMX now has the technology required to create self-serve portals for media owners. These portals will be linked directly to media owners’ websites. The portal will be white-labeled to meet the company’s branding and presentation requirements like customized buttons, colors, and logos. Media owners will also be able to decide what is and what isn’t featured on their self-serve portal.

Snapshots of a white-labeled self-serve portal

Media owners will be able to manage and track their online deals that come through their self-serve portal live. They will have full control over the campaigns they book and the prices they agree upon. Campaign booking can now go directly to media owners via their websites, removing any form of discrepancies in their booking processes.

Learn more about how the self-serve OOH platform benefits media owners and media buyers here. Book a demo today to have a first-hand experience of the platform.

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Self-Serve Advertising: Making Out-of-Home (OOH) Media Accessible to Local Businesses

Fri, 28 Oct 2022 07:36:50 +0000

2022 is a new dawn for the Out-of-Home (OOH) industry. Travel restrictions are lifted globally, people are going back out and the OOH medium is relevant again to marketers. According to the prediction in Research and Market’s report, the global Digital Out-of-Home (DOOH) market is expected to reach $54.83 billion by 2030, projecting a compound annual growth rate (CAGR) of 11.6% from 2021 to 2030. With that being said, hyperlocal advertising in OOH is still what marketers are looking for.

The ability to reach the right target audiences where they are is the ultimate goal for advertisers. The technology available in OOH today allows advertisers to use this advertising medium at its fullest potential. Hyperlocality allows advertisers to reach a niche audience at a specific location such as a certain group of residents of a certain town or grocery shoppers at a local hypermarket. Hyperlocal demographics allow advertisers to customize their content based on the location and audience they are targeting.

Hyperlocal Out-of-Home Advertising

One can observe that ads displayed on iconic billboards in major cities are relatively different from the ones running on some hyperlocal sites. The advertisements seen on screens in the heart of Kuala Lumpur, the capital city of Malaysia, would be very different from what is on display on a screen in the same city but by a road that leads to a small neighborhood. The advertisements tend to be curated especially for local audiences.

Hyperlocal billboards and screens are benefitting from going digital and enabling programmatic advertising. But, they can be underutilized at times and filler advertisements are used regularly to fill up unbooked spots. Having a filled screen is better than a blank one whether or not those spots are bringing in revenue. This is a major challenge faced by hyperlocal media owners.

The best way for hyperlocal media owners to turn around their underutilized assets is by becoming accessible to local businesses and small SMEs that have a smaller advertising budget. Businesses and advertisers that will benefit from the local audiences. It won’t make sense for Hermes to have a 1-month long campaign on a billboard in a small town, where the nearest Hermes store is 70 kilometers away. However, a new Zus Coffee branch in Danau Kota can utilize hyperlocal screens, not too far from the cafe, to drive traffic to its location.

Having ads from businesses located in the vicinity of a given site would have a greater impact on viewers and advertisers. Small businesses can reach their target audiences and the consumers of a specific area seeing an advertisement that is relevant to them are more likely to act upon the call-to-action they see.

The Role of Self-Serve Advertising in Hyperlocal Advertising

With the advancement of advertising technology, screens and billboards can now find their own buyers. Like a profile on a dating site, a screen can have its specifics published online today. With self-serve advertising, billboards can now find their matches without the help of a physical sales representative.

Here at LMX, we are creating self-serve portals for media owners from the OOH industry to help them lock down deals on their websites through their very own e-commerce-like portal. Like how people buy a cupboard organizer on Amazon, small businesses and advertisers can buy advertising space on an online portal attached to media owners’ websites. The portal will allow advertisers to plan, book and launch customized advertising campaigns in minutes.

Planning an advertising campaign on a self-serve portal

This self-serve platform will be white-labeled following the branding and requirements of the said media owner.

Media owners are given full control over what information is presented on the portal this includes inventory specifications, audience segmentation, price and packages, and more. Media owners can now take back control of their inventory and increase their revenue.

Find out more about self-serve advertising here and book a demo to see it for yourself.

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