Through this partnership, Dentsu Africa is launching a DOOH tech solution powered by Moving Walls.
The DOOH tech solution includes a supply-side platform that will aggregate OOH inventory information and connect media owners in the continent to advanced inventory and campaign management tools.
Meanwhile, advertisers will leverage advanced DOOH activation and measurement capabilities from a single platform. The solution will launch in three of the most prominent African markets with pilot campaigns for leading brands.
OOH attracts a relatively higher percentage share of advertising in Africa compared to other regions, it was revealed during the World Out-of-Home Forum
in Africa 2022.
While television and radio have remained relatively stable and newspapers and print have been declining, OOH spending has continued to grow. Studies suggest that OOH media account for 13% of advertising revenue in most critical African markets.
With about 1.3 billion people, the continent is the second-largest and second-most populous after Asia. It is also home to the world's fastest-growing middle class and a vibrant young population.
This will be an attractive demographic for businesses and brands in the coming decades, and the OOH canvas has continued to grow with the rise of digital screens in venues like:
- shopping malls
- airports, and
- residential areas.
Alex Tutu, regional director at Dentsu Location Services, says, "With their global scale and platforms that address the entire ecosystem, Moving Walls is the ideal partner to launch these new DOOH capabilities for our region. This must be a tech solution that allows for flexible customisations for the markets we are launching in.'
Srikanth Ramachandran, founder and group CEO of Moving Walls adds that such a partnership is ideal for scaling solutions to a region where OOH remains fragmented quickly.
"Our platforms have been battle-tested in regions where even neighbouring countries have vastly different OOH ecosystems. By launching this solution with Dentsu, some of the largest advertisers across Africa will be able to transform how they run OOH advertising," Ramachandran concludes.
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