Making audience data talk
OUTDOOR ASIA|January 2020
Moving Walls is taking steps to provide clients with advanced location intelligence and powerful audience targeting capabilities

Audience data is today the centre-piece of OOH business conversations, and Moving Walls has etched a prominent place for itself in the OOH audience data analytics space, with its business footprints expanding in the global markets including India. To build the audience measurement metrics, Moving Walls leverages multiple data sources, such as, tracking of movement of smartphones using GPS, anonymised profiling of users engaged in active social media conversations, use of loT devices to map movement of smartphones. The loT devices also have still image and video capture capability that can be used to obtain the count of people, vehicles, etc. In an interaction with team Outdoor Asia, Navonil Roy, Moving Audiences Decisions, said that in the Indian market, Moving Walls tracks the movement of some 160 million smartphone devices every month.

The inputs obtained through the multiple data sources are analyse to build profiles of audiences at different locations. Further, with the use of facial recognition tools, attributes are assigned to the audiences, like age and gender. Also, the patterns in the behaviour of the audiences are arrived at by tracking the movement of users’ smartphones and their social media conversations. “We draw the patterns over time by tagging a person and mapping his activities and movements,” he cites.

Continue reading your story on the app

Continue reading your story in the magazine

MORE STORIES FROM OUTDOOR ASIAView All

‘Airport advertising works well for our brand'

Charu Malhotra Bhatia, Head of Marketing at Somany Ceramics Ltd talks about the brand’s outlook on airport advertising and other aspects of OOH, in an interview to Bhawana Anand.

4 mins read
OUTDOOR ASIA
January 2020

‘OOH is the soul of advertising'

Rakesh Sharma, Dy General Manager - Marketing, Bank of Baroda talks about the banking major’s approach to OOH advertising in an interview to Pray Jani.

6 mins read
OUTDOOR ASIA
January 2020

'DOOH is giving more brands access to the media'

Jian Tsin Hor, Managing Director, Rapport Malaysia talks about the changing contours of Malaysia’s OOH industry, in an interview to Rajiv Raghunath.

4 mins read
OUTDOOR ASIA
January 2020

Making audience data talk

Moving Walls is taking steps to provide clients with advanced location intelligence and powerful audience targeting capabilities

3 mins read
OUTDOOR ASIA
January 2020

Goa OOH - At the threshold of a makeover

Even as the industry has had to tackle the menace of unauthorised business, multiplicity of OOH norms and jurisdictions, there are visible signs of positive change with forward looking administrators wanting to usher in digital OOH media and regulate the business expeditiously

9 mins read
OUTDOOR ASIA
January 2020

'Consolidation is key to sustained OOH growth'

Major constituents of the Malaysian OOH industry have embarked on a transformational journey to achieve accelerated business growth

4 mins read
OUTDOOR ASIA
January 2020

‘Infra Development, DOOH Will Drive Biz Growth'

Amardeep Singh, Director, Ronak Advertising shares his perspectives on the OOH growth opportunities in the Thane and Navi Mumbai markets

1 min read
OUTDOOR ASIA
November 2019

‘If Our Concessionaires Win, Then We Win'

As the largest Metro network in the country, Delhi Metro Rail Corporation (DMRC) has many firsts to its credit. The Metro network clocks ad revenues in the range of Rs 150 crore per annum and is bullish on increasing the ad revenues through station cobranding and other innovative means. A K Garg, Director (Operations), DMRC talks about the advertising aspects. Edited excerpts:

4 mins read
OUTDOOR ASIA
November 2019

Widescale Awareness Is Central To Green Printing Adoption

Smarth Bansal, DGM, Colorjet shares his thoughts on the factors that will drive wider adoption of green OOH printing solutions in the Indian markets

3 mins read
OUTDOOR ASIA
November 2019

Simply Creative

Diwali Creative Places

6 mins read
OUTDOOR ASIA
November 2019
RELATED STORIES

Hot and hybrid

Idle resources, visibility, hidden costs, security loose-ends and complications of provisioning – can the hybrid cloud addresses such on-ground issues?

8 mins read
Voice and Data
March 2021

अपने कारोबारी मॉडल को नए सिरे से तैयार करेगी आईओसी : चेयरमैन

कारोबार : कंपनी पेट्रोरसायन कारोबार पर अधिक ध्यान देगी

1 min read
Haribhoomi Delhi
October 20, 2020

Hot and Hybrid

Idle resources, visibility, hidden costs, security loose-ends and complications of provisioning – can the hybrid cloud addresses such on-ground issues?

7 mins read
DataQuest
October 2020

Work-from-home scenario in times of COVID: Shrikant Lonikar, CHRO, Pernod Ricard India

With a total workforce of over 7,000 people across 28 manufacturing locations and about 50 office locations in India, here's how Pernod Ricard India has tracked the impact of COVID on its employee engagement using sophisticated AI tools such as sentiment analysis, and more.

6 mins read
Ambrosia
September 2020

Life After Layoffs

Your career is far from over even if you’ve got the pink slip because of circumstances like the Covid-19 pandemic. Five people who went through the ordeal in the past explain why it can be a blessing in disguise

10+ mins read
Forbes India
May 22, 2020

Antariksh

Band Of The Month

5 mins read
The Score Magazine
February 2020

Pole Position

Ceo And Managing Director Shrikant Joshi Explains Why Customers Have So Much Trust In L&T Realty.

7 mins read
The CEO Magazine India
October/November 2019