Is offline media becoming the biggest driver of online engagement in 2021?

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Srikanth Ramachandran, founder and CEO of Moving Walls, recently spoke at DMWF Asia on “Are Offline Media the Biggest Driver of Online Engagement?” about how Moving Walls’ vision was inspired by the big screen. Science fiction movies like Blade Runner and Minority Report predicted a future in which artificial intelligence and highly personalized screens interact with audiences.

With digital screens surrounding virtually every venue, the advent of 5G and the adoption of location data to measure traditional outdoor advertising, some might say that much of the infrastructure to create such images is already in place.

However, what should have been an incredible year for outdoor advertising (OOH) growth in 2020 has been hampered by indoor locations across the country and the uncertainty surrounding the pandemic. However, Covid-19 didn’t completely hinder innovation in this space.

Most OOH stakeholders used some “down time” to test, implement, and adopt new technologies. Moving Walls was one of the cutting edge advertising technology companies that facilitated this.

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Most recently, the company joined forces with Quividi to enhance video analytics on its data management platform. The adoption of data will improve the quality of current audience measurement capabilities, resulting in increased advertiser confidence in outdoor advertising.

Many brands are adopting more creative ways to run their campaigns. Foodpanda has used automation to incorporate trigger-based advertising for its curated menu items. Such technological enhancements allow advertisers to optimize programmatic OOH (pDOOH), providing a contextually relevant presence.

Non-traditional placement-based media assets are beginning to appear in the form of kiosks, in elevators, vehicles, transit hubs, malls and other locations. These external media have become accessible to targeted audiences, setting the stage for technology adoption.

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The growing need for non-contact operations has contributed to new and improved models of DOOH screens:

In Indonesia, disinfection machines have become the next target for contextual advertising, as medical device manufacturer PT. Danendra Abyudaya Adika is incorporating advertising screens into its automatic hand disinfection devices.

In Singapore, retail technology provider KALMS is equipping its digital smart vending machine screens with contextual advertising capabilities, reaching audiences in places where big screens can’t reach. OOH’s growth continues unabated despite current challenges.

But marketing leaders need to chart the future… which is why we created the “outernet.”
Outernet” is a term coined by the Moving Walls group that defines any opportunity for brands to engage their target audiences when they’re not online or on their cell phones. For a long time, Outernet screens were grossly underestimated because unlike the Internet, audiences are not targeted.

However, thanks to artificial intelligence and real-time data, audiences are becoming much more targeted offline than before, gradually solving the problem of OOH fragmentation, making audiences more measurable and creating more accountability for offline media spending in terms of ROI.

Moving Walls believes the technology in this space is ready. Currently, there are various options for campaigns, such as contextual ad pitches, trigger-based campaigns, audience attribution, store traffic tracking, online ad amplification, etc. But for offline to equal online, someone has to take the lead.

Outernet media is the biggest driver of online engagement because it drives audiences offline and activates them online. Outernet is the first marketing innovation group (MIG) to bring together marketing leaders from various industries to chart the future of outernet marketing.

Outernet Marketing Innovation Group

The Outernet Marketing Innovation Group is a gathering of marketing innovators from different industries in the region who come together to share their knowledge and develop best practices and recommendations. Industry groups will be established in Singapore, Malaysia, India, the Philippines and Indonesia.

Marketing leaders in each market will have free access to Moving Walls’ technology platform for local media and the ability to conduct OOH campaigns in a more measurable way. They will be able to see firsthand the impact of offline media on online engagement, as well as measure the impact of offline on their digital spending.

How can a brand join the initiative?

Brands who would like to become part of Outernet can send their requests to chunglee@movingwalls.com (Ethan Chai).

Various resources are also available to learn more about the initiative. Brands can access them here or simply follow our LinkedIn community page here.

Marketing Magazine published information about Outernet’s first regional launch in its recent “Marketing Leaders To Chart The Future Of The Outernet” post.

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