Moving Walls Group and Ganad Myanmar launch Location Media Xchange (LMX) service in Myanmar
Location Media Xchange (LMX), the independent supply-focused arm of the Moving Walls group is launching their patented Out-of-Home (OOH) audience measurement and sales automation solution in Myanmar with Ganad media, Myanmar’s leading provider for OOH advertising solutions.
Technology adoption is in line with global trends around offline media. OOH media stakeholders are adopting data solutions that enable informed buying decisions. Ganad’s offering, which extends across digital, retail, transit, and traditional media assets, will now be supplemented by planning and in-campaign audience performance analytics. Additionally, Ganad will now be able to automate proposal generation and booking processes that are traditionally done on presentation and spreadsheet software.
Photo Source quinn@movingwalls.com
The LMX Registry and LMX Deals automation platform also enables Ganad to engage global media buyers in Singapore, London, Tokyo, New York, and other regional media agency hubs in a professional manner. Digital demand-side platforms have accelerated the consolidation of media buying at centralized trading desks. It is important for OOH media owners to be able to reach these teams with automated OOH deals and programmatic DOOH deals.
Although Myanmar’s digital economy remains nascent, its penetration rates for Internet and mobile have been steadily increasing, and are closer to the overall average for Southeast Asian economies. This obviously drives up the number of addressable audiences for Internet advertising. However, it also spells good news for “Outernet” advertising as the population becomes increasingly urban and mobile.
According to Thomas Day, Executive Director of Ganad Media Myanmar, the Myanmar Outdoor advertising industry has a huge opportunity for digitalization. “We are committed to developing the robustness of OOH as a standalone channel, and creating the conditions that allow OOH to be planned, purchased and measured alongside the other key channels in this market; through greater segmentation and a better understanding of outcomes.
Srikanth Ramachandran, the founder and group CEO of Moving Walls, feels that it is common for an agency planner or an advertiser working from home in Singapore to plan and buy internet audiences in Myanmar. LMX vision is to deliver the same experience to plan and buy outernet (OOH) media of every kind – Classic, Digital, and Transit.
Photo Source quinn@movingwalls.com
According to Srikanth, “There must be a buy-in for every beneficiary – with the LMX platform, screen owners gain the right data and technology while the advertisers get to optimize their spending and reach their target audiences. We are proud to deploy our technology through Ganad Myanmar, the OOH market leader in this region to provide their clients with outcome-driven tools for OOH media.”
Location Media Xchange (LMX), a newly formed company under the Moving Walls group, is the world’s first independent advertising technology company that is powered by a multi-sensor location media viewership measurement approach.
LMX has been designed for brands and marketers to be able to reach moving audiences where they spend most of their time. LMX provides a platform for marketers to profile locations based on the types of audiences around there and activate mobile and physical place-based media like digital billboards to reach them during this offline journey.
