Dentsu partners with Moving Walls to bring accountable DOOH advertising to Africa

Moving Walls has teamed up with Dentsu Africa, a global digital marketing and communications company, to create an advanced Out-of-Home (OOH) advertising technology platform for various markets in Africa. This new partnership will provide a full-stack solution for OOH advertising, using innovative technology to help brands reach their target audiences in an effective and accountable way.

Through this partnership, Dentsu Africa is launching a DOOH tech solution that is powered by Moving Walls. The solution includes a supply-side platform that consolidates OOH inventory information and provides advanced inventory and campaign management tools to media owners. Advertisers, on the other hand, will have access to advanced DOOH activation and measurement capabilities through a single platform. The solution is launching in three of the biggest African markets, with pilot campaigns already in place for some of the top brands.

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Statista estimates ad spending in the OOH advertising segment in Africa to reach US$198.00m in 2023. The OOH advertising industry in Africa is growing and attracting a relatively higher percentage share of advertising compared to other regions, with studies suggesting it accounts for 13% of advertising revenue in most key African markets. The continent’s large and growing population, fast-growing middle class, and young population make it an attractive market for businesses and brands. OOH spending has continued to grow, with the rise of digital screens in shopping malls, airports, and residential areas.

Alex Tutu, Regional Director at Dentsu Location Services said,

With their global scale and platforms that address the entire ecosystem, Moving Walls is the ideal partner to launch these new DOOH capabilities for our region. It is especially important that this is a tech solution that allows for flexible customizations for the different markets we are launching in.

Srikanth Ramachandran, Founder and Group CEO of Moving Walls added that such a partnership is ideal to quickly scale solutions to a region where OOH remains fragmented.

Our platforms have been battle-tested in regions where even neighboring countries have vastly different OOH ecosystems. By launching this solution with Dentsu, some of the largest advertisers across Africa will be able to transform how they run OOH advertising.

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