LMX, a subsidiary of the Moving Walls Group and a leading provider of ad-tech in Out-of-Home (OOH), and Primedia Outdoor, a leading provider of OOH media solutions in South Africa and other African markets, have launched an initiative to enable detailed audience measurement across Primedia Outdoor’s Digital Out-of-Home (DOOH) inventories in 7 markets across Africa which includes Zimbabwe, Lesotho, Namibia, Nigeria, Botswana, Eswatini, and Zambia.

The initiative uses LMX’s audience measurement platform to provide Primedia Outdoor DOOH with location intelligence capabilities that deliver better transparency, accountability, and attribution to Primedia Outdoor’s advertisers and agency clients.  The audience measurement that wraps Primedia’s 23 DOOH screens will deduce reach, frequency, and impressions.

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The audience measurement platform is powered by a patented multi-signal audience measurement platform that uses a combination of data sources to build near real-time audience insights. The platform has been designed to profile locations based on the types of audiences around OOH locations and digital billboards and is currently deployed in multiple locations across SE Asia, India, and LATAM.

Africa’s Digital OOH (DOOH) ad-spends are expected to grow and reach 40% of OOH spend by 2023, where digital development and migration will be a key area for media owners.

Currently, DOOH media is largely fragmented and advertisers don’t have access to a single automated platform to access all available inventory for their campaigns. LMX is able to connect media owner inventories and profile the audiences around them to automate and simplify the sales process.

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