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.
“Forfar too long, OOH has existed without an independent means ofverifying ad delivery. As an industry, we tend to point at online adfraud to advocate for greater OOH spends but there are morefundamental issues of fragmentation and a lack of transparency thatneed to be fixed,” said Srikanth Ramachandran, Founder and GroupCEO of Moving Walls.
Singapore-basedAqilliz is exclusively using the Zilliqa blockchain for its clientsin the digital advertising space. Aqilliz is Zilliqa writtenbackward. Last year, Zilliqa ran a pilot for PepsiCo aspart of Project Proton, an advertising initiative led by Mindshare,MediaMath, Rubicon Project, and a few others.
Thefoodpanda pilot will leverage smart contracts on Zilliqa to verify addelivery of promised spots and impressions.
“TheOOH space is already much more fragmented than digital advertisingand a lot of work is needed to better optimize and streamlineexisting infrastructures. This pilot with Moving Walls can help todemonstrate the potential of blockchain as a viable solution toaddress 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.
Theproject will be powered by Location Media Xchange (LMX), a unit ofMoving Walls which operates an OOH marketplace basedonlocation data.
Earlierthis year, LEDGER Insights reported on the partnership betweenAqilliz and blockchain advertising firm Lucidity,whichintegratedthe Zilliqa blockchain with its existing solution.
