Today, blockchain marketing firm Aqilliz announced it partnered with advertising tech firm Moving Walls to pilot blockchain-enabled Digital Out-of-Home (DOOH) advertising for food delivery giant foodpanda.
The performance of outdoor or OOH advertising is harder to measure compared to internet advertising, which is based on clicks. Aqilliz estimates that the global DOOH market will hit $32.1 billion by 2025. Using Aqilliz’s solution, Moving Walls will track the impressions, digital trails and visibility of the pilot ad campaign in real-time.
“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,” said Srikanth Ramachandran, Founder and Group CEO of Moving Walls.
Singapore-based Aqilliz is exclusively using the Zilliqa blockchain for its clients in the digital advertising space. Aqilliz is Zilliqa written backward. Last year, Zilliqa ran a pilot for PepsiCo as part of Project Proton, an advertising initiative led by Mindshare, MediaMath, Rubicon Project, and a few others.
The foodpanda pilot will leverage smart contracts on Zilliqa to verify ad delivery of promised spots and impressions.
“The OOH space is already much more fragmented than digital advertising and a lot of work is needed to better optimize 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,” said Gowthaman Ragothaman, CEO of Aqilliz.
Meanwhile, foodpanda has a presence in about 12 countries and has over 150,000 restaurant partners across the APAC region. The blockchain pilot will start in March and run on 2,750 digital displays operated by three different media owners. These include — Target Media screens in lifts and lobbies of condominiums, Focus Media’s network of office lobby screens, and Moove Media’s in-taxi entertainment screens.
The project will be powered by Location Media Xchange (LMX), a unit of Moving Walls which operates an OOH marketplace based on location data.
Earlier this year, Ledger Insights reported on the partnership between Aqilliz and blockchain advertising firm Lucidity, which integrated the Zilliqa blockchain with its existing solution.