Moving Walls, a global outdoor advertising technology provider, and Dentsu Africa, a multinational specialist digital marketing and communications firm, have embarked on a strategic partnership to launch a full-stack Out of Home (OOH) advertising technology platform across multiple markets in Africa.
Digital Out of Home (DOOH) tech solution would be powered by Moving Walls and 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.
Advertisers can also leverage advanced DOOH activation and measurement capabilities from a single platform.
The solution is set to launch in three of the largest African markets with a series of pilot campaigns for leading brands.
Alex Tutu, regional director at Dentsu Location Services explained that “With its global scale and platforms that address the entire ecosystem, Moving Walls is the ideal partner to launch these new DOOH capabilities for our region,”
“It is especially important that this is a tech solution that allows for flexible customisations for the different markets we are launching in,” adds Tut.
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.
Remarkably, 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.
Also, OOH canvas has continued to grow with the rise of digital screens in venues like shopping malls, airports, and residential areas.