Moving Walls has inked a deal to integrate Lifesight’s mobile-based location data to its existing Offline Media Attribution Platform, Moving Audiences Decisions. This move will add to Moving Walls’ platform of existing data sources including volumetric traffic analysis, social media scanning, IoT (internet of things) sensors, and video analytics.
Lifesight is a leading location intelligence and data company in Asia that helps marketers understand, target, and measure real-world consumers so they can make better business decisions and optimise ad spend.
Moving Walls operates Moving Audiences Decisions, an artificial intelligence powered location intelligence platform that brings transparency and automation to outdoor and place-based media via Planning, Buying, and Measurement tools.
With a growing user base, the platform has already connected more than 20,000 physical media assets across six Asian markets. Along with more than 100 billboard owners, the platform has been used global brands like Shell, Uber, Unilever, Honda, and Toyota.
Customer movement insights are crucial to driving more efficient offline media decisions including outdoor advertising, retail, and brand activations. The offline media attribution platform enables marketers to execute outcome-driven outdoor advertising campaigns and on-ground activations. Other use cases include own store audience analytics, competitor benchmarking, and retail location planning among others.
The addition of Lifesight data will enhance the existing capability of the Moving Audiences Decisions platform by bringing in additional data points and coverage across wider geographies.
Lifesight provides location data for offline media to Moving Walls on an industry exclusive basis.
Bringing Transparency and Automation to Outdoor Media and Activations
By 2020, IPG Group media buying house Magna expects digital ad spend to make up 50 per cent of all ad spend globally. It’s no secret that most offline media channels are dropping. The key factors that have contributed to this include cheaper digital impressions, wider reach, and measurable results.
However, outdoor advertising is bucking this trend. Investment in Digital Out-of-Home sites (asset numbers have jumped from 70,000 to 300,000 in the past two years) has led to a revenue increase of more than 30 per cent.
A Markets & Markets report states that outdoor advertising will be worth USD 44 Billion by 2020 and the Asia Pacific region is the fastest growing market. Interestingly, it’s the digital brands who are driving this growth – Apple, Netflix, Samsung, Spotify, and more.
These brands along with large advertisers like P&G and Unilever have all called for more transparency for their spends. Many are shifting or have already shifted budgets away from channels that are not measurable.
According to Srikanth Ramachandran, executive director and founder of Moving Walls, “Media spends without measurement will cease to exist. The idea is to enable all the stakeholders – brands, media agencies, and the asset owners – with tools that will prepare them for the digital disruption of offline media.”
Tobin Thomas, CEO of Lifesight, echoed these thoughts: “Advancements in Location Intelligence is enabling marketers to target and measure real-world consumers like never before. We are excited to partner with Moving Walls to power these capabilities for brands and agencies across the region.”
Lifesight and Moving Walls both have a regional presence with offices in Malaysia, Singapore, and India servicing the rest of Asia and the Middle East. Moving Walls has also recently established a presence in the USA.
About Lifesight (www.lifesight.io)
Lifesight is a location Intelligence and data company that helps marketers understand, target, and measure real-world consumers so they can make better business decisions and optimize ad spend. The company is headquartered in Singapore with footprints across the Asia Pacific region including Malaysia, Indonesia, India, UAE, Thailand, Philippines, Vietnam, Japan, and Australia. To learn more, visit https://www.lifesight.io/
About Moving Walls (www.movingwalls.com)
Moving Walls is a media technology company that enables brands to Measure, Reach, and Influence consumers on the move. Headquartered in Singapore, the company has an established presence in Malaysia, India, and the USA along with a partner presence in the Philippines and UAE. Moving Walls is a proud winner of Tie50, Silicon Valley, a listing of 50 most enterprising startups globally. More recently, Moving Walls was named part of the Unilever Foundry, one of the 30 companies most likely to affect technological change in Southeast Asia and Australasia.