Moving Walls and TPS Engage have entered a global partnership to accelerate the adoption of automated and audience-driven OOH and place-based advertising.
Bogdan Savonea, CEO of TPS engage said “Our platform already provides access to more than 100,000 contextual content-enabled screens across Europe, North America, and, more recently, in Asia through our office in Seoul, South Korea. As we work with global clients who have a presence across multiple Asian markets, it is only natural that we choose to partner with the largest supply-side technology provider in this region.”
As part of the initial deal, Moving Walls Group’s supply-focussed subsidiary, Location Media Xchange (LMX) will enable TPS Engage’s contextual OOH marketplace to provide advertisers with global access to an inventory of more than 30,000 screens across Southeast Asia and India.
Moving Walls and TPS Engage have both established strong technology platforms to support OOH automation. However, their on-ground presence across different markets has the potential to complement each other. The Moving Walls group has a strong presence in seven markets including Singapore, India, Indonesia, Philippines, Nigeria and the United States while TPS Engage’s offices are spread across New York, Dubai, Seoul, and Bucharest.
Srikanth Ramachandran, Group CEO of Moving Walls told us “LMX was formed to enable media owners to connect to multiple demand-side partners while remaining in control of inventory allocation and pricing. TPS Engage’s vision of making audience data-driven media buying and creative decisions for OOH possible aligns with our own views. This partnership will enable global brands to have a holistic view of offline audience engagement just how they do it for their online channels”
Both Moving Walls and TPS Engage acknowledge that OOH’s unique attributes mean that it cannot be traded just like another digital channel and Moving Walls has recently established independent offerings for both the buy-side and the sell-side stakeholders. To brands and media agencies, they provide cloud-based planning and analytics for all forms of OOH media powered by a multi-sensor location data platform. Meanwhile, LMX works with the asset owners to equip them with inventory management and sales automation tools.
Meanwhile, TPS Engage has a keen focus on enabling the contextual delivery of creatives on digital screens based on different rule sets in a scalable manner. This technology has attracted the world’s most innovative brands like Samsung, Coca Cola, Uber Eats, and Burger King, among others.
TPS Engage is a dynamic DOOH programmatic DSP that works with over 100,000 digital outdoor and indoor screens in 25 countries, with its main offices in New York, Dubai, Seoul and Bucharest. The ad-tech solution allows advertisers to increase Digital Out of Home campaign performance by allowing for dynamic content to be played based on any type of data trigger (real time sales, demographics, traffic, weather, time of day or even mobile behaviour). For DOOH media owners, TPS Engage provides an opportunity to generate alternative revenue sources by accessing available screen inventory.
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