AdCity, the OOH brand from Havas, is introducing a new post-campaign out-of-home media analysis service, after striking an alliance with Singapore-based global adtech firm Moving Walls.
The collaboration aims to improve the precision of OOH post-campaign ROI analyses by improved tracking with location data across different OOH and digital out-of-home providers in multiple Asia-Pacific markets. The service is initially available in Malaysia, Singapore, India, Indonesia and Philippines, but will extend to Thailand, Vietnam, Hong Kong, Australia and New Zealand in the months to come.
“Our partnership with Moving Walls perfectly illustrates our ambition of finessing agnostic trackability across multiple OOH providers in Asia-Pacific," said Franck Vidal, Asia-Pacific Director Adcity at Havas Group. "This is a great starting point for Havas as we navigate the complexity of this space and move closer to unlocking the future with platforms like Programmatic DOOH (pDOOH) across each market.”
Srikanth Ramachandran, CEO of Moving Walls says the deal with Havas breaks new ground by proving their AI-powered platform can be scaled across borders. "We believe that this is a major milestone for the OOH industry as increased confidence in the traditional media spends will deliver more brand budgets to the OOH media industry,” he stated.
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