Location Media Xchange (LMX), the supply-side arm of the Moving Walls Group, has partnered with CAASie.co, an Australian-built online ad platform, to accelerate the adoption of automated audience-driven Out-of-Home (OOH).
The collaboration brings together two innovative companies in the OOH space, bringing an end-to-end OOH home buying experience to SME and agencies.
LMX will enable CAASie.co’s self-serve OOH marketplace and provide advertisers with global access to an inventory of more than 35,000 screens across Southeast Asia.
In a statement, LMX said that as the outdoor advertising industry was heavily impacted by COVID-related lockdowns, it had drive one of the oldest ad formats into the digital age.
“It has nudged stakeholders into adopting data and technology platforms that help link media spends to outcomes, which is a standard for its online counterpart,” it said.
LMX and CAASie.co have both established strong technology platforms to support OOH automation, and both understand that OOH is unique and cannot be traded like any digital channels.
LMX provides a full Sales Automation and delivery stack to OOH media owners and its supply-side platform (SSP), called ‘LMX Connect’, will be integrated with CAASie.co’s self-serve Demand-Side-Platform (DSP) to enable flexible budgets and durations to SMEs and agencies buying OOH advertising.
Srikanth Ramachandran, founder and CEO at the Moving Walls Group, said: “When LMX was first conceived, its main aim was to enable screen asset owners to connect to multiple DSPs while remaining in control of inventory allocation and pricing.
“CAASie.co’s vision of making audience data-driven media buying for OOH possible aligns with LMXs own vision. The partnership will connect Australian advertisers to LMX clients around the world, while opening doors for LMX to be adopted by Australian media asset owners.”
Jeff Jaraved, the co-founder of CAASie.co and a B&T 30 Under 30 winner, added: “CAASie has had great success opening up access to out-of-home for both small businesses and agencies.
“These folks have generally stuck to online digital formats for their marketing, almost entirely because outdoor was simply inaccessible to them. The fact that anyone can come in and self-serve their ads on the billboard or bus shelter down the street is huge.
“Our partnership with LMX allows us to tap into a whole new part of the globe, which I’m sure will be very exciting for our users.”
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