Aqilliz partners Moving Walls to create DOOH campaign for foodpanda

11 Mar,2020

By A Correspondent

 

Aqilliz has partnered with Moving Walls to facilitate a blockchain-powered Digital Out-of-Home (DOOH) advertising pilot for mobile food delivery player Foodpanda.

 

Said Srikanth Ramachandran, Founder and Group CEO of Moving Walls: “For far too long, OOH has existed without an independent means of verifying ad delivery. As an industry, we tend to point at online ad fraud to advocate for greater OOH spends but there are more fundamental issues of fragmentation and a lack of transparency that need to be fixed. This campaign gives us the exciting opportunity to implement emerging technologies in order to solve these long-standing infrastructural problems to the benefit of all participating partners across the OOH supply chain.”

 

With the use of the Zilliqa blockchain, the campaign will leverage smart contracts to provide a reliable, transparent ledger for media owners and buyers to verify the delivery of promised spots and impressions.

 

Added Gowthaman Ragothaman, CEO of Aqilliz: “The OOH space is already much more fragmented than digital advertising and a lot of work is needed to better optimise and streamline existing infrastructures. This pilot with Moving Walls can help to demonstrate the potential of blockchain as a viable solution to address such issues in the OOH space. As a fully viewable, immutable ledger of transactions, blockchain can foster greater trust between stakeholders, be it media owners, buyers, and solutions providers, effectively repositioning OOH investments as more transparent and accountable.”

 

Said Hasnain Babrawala, APAC Head of Marketing, Offline Channels, for Foodpanda emphasised the brand’s commitment to accountable media spends: “As we rapidly expand across key global markets, OOH has been a major channel we leverage to consistently stay top-of-mind for our consumer base. As we embark on this campaign, we’re excited to see what benefits blockchain can bring by way of providing a real-time, independent view of OOH ad delivery in order for us to better strategically plan our marketing expenditure.”

 

 

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