Foodpanda to use blockchain to track outdoor digital ads

Singapore-based blockchain marketing firm Aqilliz has announced it has partnered with advertising tech firm Moving Walls to pilot blockchain-enabled Digital Out-of-Home (DOOH) advertising for food delivery giant foodpanda.

Using Aqilliz’s solution, Moving Walls will track the impressions, digital trails and visibility of the pilot ad campaign in real-time. Aqilliz estimates that the global DOOH market will hit $32.1 billion by 2025.

The performance of outdoor or OOH advertising is harder to measure compared to internet advertising, which is based on clicks. “There are more fundamental issues of fragmentation and a lack of transparency that need to be fixed,” sas Srikanth Ramachandran, Founder and Group CEO of Moving Walls.

Aqilliz (which is Zilliqa written backward) is exclusively using the Zilliqa blockchain for its clients in the digital advertising space. Last year, Zilliqa ran a pilot for PepsiCo as part of Project Proton, an advertising initiative led by Mindshare, MediaMath, Rubicon Project, and a few others.

“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,” said Gowthaman Ragothaman, CEO of Aqilliz.

Foodpanda has a presence in a dozen 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.

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