The Agency Advantage: Turning Chinese Brands' Overseas OOH Into a New Revenue Source

Ten years ago, "going global" for a Chinese brand meant shipping products. Today it means showing up in a new market on the airport arrivals wall, the transit screen, the retail entrance, and being trusted the moment someone sees the logo.

Brands don't do this alone. They turn to the agencies they already work with. For agencies, that makes overseas OOH a new service line, but only if they can deliver it well in markets they haven't worked in before.

That is where Moving Walls comes in. We add value to agencies by giving them the platform and global media network to plan, run and measure OOH overseas, so they can take on this work with confidence

Overseas is the next ask

Chinese brands already rely on agencies to execute at home. When they expand overseas, the same agencies are the natural first call. Agencies that can say yes keep the client and grow the account. Those that can't risk seeing that budget go elsewhere.

Where agencies get stuck

Doing OOH overseas is more than translation and taste. It's operational:

• Finding which airport, transit and retail media is available and worth booking, market by market
• Understanding buying conventions that differ by city, not just by country
• Placing the brand where the local audience will notice it, not just where inventory is cheapest

Building this from scratch in every new market takes time and relationships most agencies don't have for a single client.

How Moving Walls helps agencies plan and execute better OOH

One platform takes an overseas campaign from plan to report:

• Plan with one view of the market. See available media across our global network in one place, instead of sourcing market by market through local contacts.
• Execute from one platform. Run campaigns across markets together, instead of managing a separate process with every media owner.
• Report on one standard. Measurement that doesn't depend on media owner-reported numbers, so every market is comparable.

Measurement is where agencies win trust

Where it usually breaks down: A campaign across three or four overseas markets typically comes back as three or four different reports, each built on numbers the local media owner chose to share. Comparing markets becomes guesswork dressed up as a summary slide.

With Moving Walls, an agency can give a Chinese brand one standard of proof for Singapore, Sydney and Dubai alike, not three sets of numbers that don't quite line up.

Where the new revenue comes from

Every Chinese brand client expanding overseas is a new line of work for its agency: planning, booking, managing and reporting on OOH in each new market. Most agencies can't take that on without local teams or media relationships.

Moving Walls removes that barrier. We provide media access, the platform and the measurement. The agency keeps the client relationship, the strategy and the growth of the account. OOH becomes revenue agencies can sell to clients they already have, without building a network of their own.

And because results are measured the same way in every market, it is easier to take a client from one market to the next.

What it looks like in practice: Calvin Klein in Vietnam

A global brand, a market it needed to be seen in, and a campaign that had to prove itself. Calvin Klein's DOOH campaign in Vietnam ran on Moving Walls across premium locations, and every result was reported on one consistent standard.

• 363,000+ unique individuals reached
• 230 digital screens
• 39 premium locations
• 27 days
• 1.56 million billable impressions

For an agency, this is the part that matters. The numbers are clear, comparable and ready to put in front of a client, even in a market neither of them started out knowing. That is how one campaign turns into the next market.

Ready to add overseas OOH to your agency's offering? Book a demo with Moving Walls and see how it works across your next market.