Around 50 Indian brands have signed up to get their billboard campaigns analysed through the ‘Three Billboards’ challenge. The campaign is started by Moving Walls, an advertising technology company that is bringing transparency and automation to outdoor advertising across Asia.
Moving Walls are setting OOH audience measurement standards in multiple Asian markets including Singapore, Malaysia, Indonesia, and the Philippines. OOH is the fastest growing conventional media channel worldwide. However, this medium lacks measurement to help marketers evaluate and improve their campaigns.
Recently, the company has expanded to India; the tech company is working alongside Rapport WW (IPG) and Outdoor Advertising Professionals (OAP), two of the leading outdoor advertising agencies, to launch similar audience measurement technology.
Three Billboards looks to drive transparency, increase advertiser confidence. Additionally, marketing leaders are invited to find out the impact of their installed billboards which is a post-campaign Analysis. All they have to do is share the billboard locations. The campaign was also launched in Malaysia, where 100 leading brands have signed up for their analysis.
Moving Walls is working with every OOH stakeholder including media agencies, research firms and industry associations across the region to standardise outdoor advertising measurement.
The company aggregates multiple sources of location-based data, including the use of smart IoT sensors to understand audience movement around billboards. They are actively measuring more than 20,000 billboards in India, APAC (including Singapore and Malaysia), MENA and the USA.
