Moving Walls, a worldwide connected media and out-of-home advertising technology company, has formed a strategic partnership with Al Arabia United, a prominent outdoor advertising company in Egypt, to introduce data-driven audience measurement, transparency, and post-campaign analytics to the outdoor advertising industry in Egypt, which has long been deprived of advanced measurement solutions. As part of this partnership, Al Arabia United will incorporate Moving Walls’ state-of-the-art audience measurement and analytics solution into its vast network of digital and static outdoor advertising boards, allowing advertisers and advertising agencies to measure campaign reach and exposure with accurate location-based data instead of estimates.
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This capability brings Egypt’s out-of-home industry in line with international best practices for responsible and data-driven media planning and post-campaign analysis, allowing brands to feel more confident in placing their budgets in large format out-of-home advertising, while also enabling media owners to better prove the value of their out-of-home inventory using data-driven insights. This partnership also reflects the industry’s overall movement towards an audience-first, data-driven approach to out-of-home media buying that connects physical and digital media measurement, and helps to bring one of the most exciting and dynamic forms of advertising in the region into the modern era.