May 16, 2023

Dentsu partners with Moving Walls to enable accountable and addressable DOOH advertising across Africa

Moving Walls, a global provider of outdoor advertising technology, has forged a groundbreaking alliance with Dentsu Africa, a multinational digital marketing and communications firm specializing in the African market. Together, they are set to introduce a comprehensive Out-of-Home (OOH) advertising technology platform across various markets in the continent.

Under this collaboration, Dentsu Africa will unveil a DOOH tech solution powered by Moving Walls. This encompassing solution includes a supply-side platform designed to aggregate OOH inventory information and link media owners throughout the continent to advanced inventory and campaign management tools.

Simultaneously, advertisers will benefit from advanced DOOH activation and measurement capabilities accessible through a unified platform. The solution is slated for launch in three of Africa’s largest markets, featuring pilot campaigns for leading brands.

In Africa, OOH advertising commands a relatively higher share of advertising expenditure compared to other regions, as highlighted during last year’s World Out-of-Home Forum in Africa. Despite stability in television and radio advertising and a decline in newspapers and print, OOH spending has continued to rise. Studies indicate that OOH media contribute to 13% of advertising revenue in most key African markets.

With a population of approximately 1.3 billion, Africa stands as the second-largest and second-most populous continent after Asia. It boasts the world’s fastest-growing middle class and a dynamic young population. This demographic profile presents an attractive opportunity for businesses and brands in the years ahead, with the OOH landscape expanding alongside the proliferation of digital screens in venues such as shopping malls, airports, and residential areas.

Alex Tutu, Regional Director at Dentsu Location Services, expressed confidence in Moving Walls’ global scale and platforms, emphasizing their ability to address the diverse needs of the African markets. Srikanth Ramachandran, Founder and Group CEO of Moving Walls, highlighted the significance of such a partnership in rapidly scaling solutions in a region where OOH advertising remains fragmented. He emphasized the transformative potential of this collaboration for some of Africa’s largest advertisers, enabling them to revolutionize their approach to OOH advertising.

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