Blockchain-Powered Digital Out-Of-Home Advertising Campaign For Foodpanda Announced By Aqilliz

Blockchain solutions provider Aqilliz is partnering with global advertising technology company Moving Walls to facilitate the world’s first blockchain-powered Digital Out-of-Home (DOOH) advertising pilot for mobile food delivery giant foodpanda.

Based in Singapore, Aqilliz is a blockchain platform for marketing that aims to improve trust, transparency and convenience in digital marketing. Aqilliz offers three solutions that target three key areas in digital marketing that impede value exchange. Named Proton, Neutron, and Electron, these solutions are underscored by a philosophy that aims to examine the Who, What, When, Where and How across the online value exchange process and introduce blockchain-based methods to better optimize existing business models.

Moving Walls is a global media technology company that enables brands to Measure, Reach, and Influence consumers on the move. The company operates Moving Audiences, a location intelligence-driven platform that brings transparency and automation to location-based media via Planning, Buying, and Measurement tools. Moving Walls has deployed the technology across four continents including Asia, Africa, North America, and South America.

The pilot is envisaged to provide increased transparency, end-to-end visibility of campaign performance, and greater cost-efficiencies across the DOOH media supply chain. The campaign will leverage smart contracts to provide a reliable, transparent ledger for media owners and buyers to verify the delivery of promised spots and impressions. The campaign will run exclusively in Singapore this month, across over 2,000 displays in lobbies of condominiums, housing board blocks, office buildings, and in taxis islandwide.

“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,” said Gowthaman Ragothaman, CEO of Aqilliz. “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. As a fully viewable, immutable ledger of transactions, blockchain can foster greater trust between stakeholders, be it media owners, buyers, and solutions providers, effectively repositioning OOH investments as more transparent and accountable.”

Currently, foodpanda has over 150,000 restaurant partners across APAC. With an established foothold in Singapore’s food delivery market since 2012, foodpanda has recently expanded to offer more services on its platforms, including 24/7 on-demand grocery deliveries, allowing for additional customer touchpoints to drive brand loyalty.

“As we rapidly expand across key global markets, OOH has been a major channel we leverage to consistently stay top-of-mind for our consumer base,” said Hasnain Babrawala, APAC Head of Marketing, Offline Channels, for foodpanda. “As we embark on this campaign, we’re excited to see what benefits blockchain can bring by way of providing a real-time, independent view of OOH ad delivery in order for us to better strategically plan our marketing expenditure.”

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