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Tag: Srikanth Ramachandran

  • Hola Media Group revolutionises OOH advertising with performance metrics for Birla Braniacs

    Hola Media Group revolutionises OOH advertising with performance metrics for Birla Braniacs

    Mumbai: Hola Media Group, a renowned 360-degree marketing and advertising agency in India, conducted an out-of-home (OOH) campaign for Birla Braniacs using performance metrics. It was the first time Birla Braniacs opted for performance metrics, and the campaign resulted in the best outcome for the brand. For this campaign, Hola Media Group partnered with Moving Walls to validate its OOH campaigns through digital analytics and insights and measure the performance. As a part of the partnership, Moving Walls measured the performance of Hola Media’s campaign for Birla Brainiacs, which was run at multiple high-visibility sites in Mumbai and Bengaluru. By introducing digital metrics for an OOH campaign, Hola Media Group has brought measurable data points, a path-breaking achievement for outdoor campaigns in India.

    Hola Media’s partner for campaign measurement, Moving Walls, is a leading provider of enterprise software in the ad-tech and media-tech sectors. The company’s patented data and result-driven solutions ensure that brands leveraging the services can engage the right audience at the right time. Moving Walls provided the Digital Out-of-Home data-led verification and post-campaign reporting to Hola Media Group, facilitating in-campaign analytics and campaign performance access for better optimization.

    Speaking about this, Hola Media Group founder Dushyant Mehta said, “OOH advertising continues to lose ground to digital marketing mediums due to the lack of accurate campaign performance measurement at par with the online channels. By partnering with Moving Walls, we have overcome this barrier and ushered in a new transformation in the advertising industry in India. The digital monitoring of the 2-month long OOH campaign for Birla Brainiacs generated numerous invaluable insights that can add tremendous value to the advertisers and advertising agencies in the times ahead. It is a matter of great pride for Hola Media Group to have been the first agency in India to strive for such campaign measurement analytics and drive better outcomes. We look forward to many more such accomplishments through this partnership with Moving Walls.”

    Birla Brainiacs founder Nirvaan Birla said, “We were able to get the kind of data points that had been exclusive to our digital marketing efforts so far. However, integrating digital measurement with the campaign helped us yield better outcomes from the current campaign and has also unlocked new performance potential for future OOH campaigns.”

    Among the key insights generated by the successful performance measurement, it was found that afternoons and evening hours generate maximum reach and visibility for OOH displays, and nights and morning hours witness significantly lower engagement. The data points generated also provided the detailed performance of each OOH site separately and the overall campaign measurement data.

    “The education industry has changed dramatically over the last few years alone,” said Moving Walls Group CEO Srikanth Ramachandran. “Technology now defines and determines the shape it will take. The advent of cutting-edge flipped classroom models and self-directed study has evolved so much that technology is essential for education today. Moving Walls is proud to be associated with EdTech changemakers such as Birla Brainiacs through this partnership with Hola Media Group.”

    Sharing his thoughts, Birla Brainiacs CEO Muddassar Nazar said, “OOH campaigns play a key role in helping us deliver our message to the target audience. Through this path-breaking approach of digitally measuring the campaign performance in detail, Hola Media Group has given us great insights into the performance and data to help us determine our future advertising strategies.”

    The partnership on the Birla Brainiacs campaign yielded various other highly impactful insights, such as the generation of daily and hourly engagement data, which revealed variations in visibility per day, an hour of the day, and audience insights like the audience’s gender, etc.

    It was also discovered that the campaign peaked in December, generating a potential viewership of 12,380,888 and a reach of 2,278,237 overall. Such data points will be invaluable for agencies to plan their future campaigns with pinpoint accuracy. It was also identified which locations generated more reach and views for the OOH campaign than others.

  • Moving Walls appoints D Sriram to board of advisory

    Moving Walls appoints D Sriram to board of advisory

    NEW DELHI: Moving Walls has appointed D Sriram, current chairman of Ebiquity China, to its board of advisory to upscale its business transformation and expand its business in north Asia.

    Sriram said, "I've long been a fan of the power of data and programmatic buying and the promise it holds of making advertising relevant and useful to consumers, hence more effective for brands. Moving Walls is a pioneer in this space, identifying and solving the problems as a way of making programmatic out-of-home (OOH) and omnichannel audiences a reality."

    He is an advertising and media veteran with over 30 years in the industry across Asia, having run Starcom Mediavest Group Asia for seven years and spent the latter half of his career in greater China leading Aegis Group China and being an independent consultant over the course of his career. He was also a part of China's cloud-based advertising delivery system eBUS before it was sold to IMD. He later joined Vpon as COO – an ad-network and DSP player in North Asia.

    Managed by a board of industry experts, Moving Walls' patented location-based media measurement platform powers planning and buying tools that help advertisers optimise their media spends on outdoor advertising.

    “Moving Walls has established a global leadership position in delivering outcome-driven marketing campaigns by measuring audiences in the real world and integrating it with the digital world," said Moving Walls founder and CEO Srikanth Ramachandran.

    "I believe that having Sriram’s advisory services will be of tremendous value. Sriram’s wealth of experience with global agencies across multiple markets will also help us strengthen our value proposition to the agencies and large global clients. As we enter north Asia – home to three of the largest top 10 OOH media markets globally – we are pleased to announce the appointment of D Sriram onto our advisory board," he added.

  • Moving Walls And TPS Engage announce global DOOH partnership

    Moving Walls And TPS Engage announce global DOOH partnership

    NEW DELHI: Moving Walls and TPS Engage have entered a global partnership to accelerate the adoption of automated and audience-driven OOH (Out-of-Home) and place-based advertising. 

    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. 

    The outdoor advertising industry has faced the brunt of the population lockdowns put in place to combat the spread of Covid2019. However, it has also forced stakeholders to start adopting data and technology platforms that help link media spends to outcomes, which is standard for online advertising.

    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.

    Scalable cross-border OOH executions now a reality

    Both Moving Walls and TPS Engage acknowledge that OOH’s unique attributes mean that it cannot be traded just like another digital channel. 

    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.

    According to Moving Walls Group CEO Srikanth Ramachandran, “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. 

    TPS Engage CEO Bogdan Savonea adds, “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.”