What Foodpanda’s blockchain out of home pilot means for the future of media

Having recently launched ‘Pandamart’ and ‘Pandanow’ to offer on-demand delivery services, Foodpanda has identified the need to be present across offline moments where consumers usually make their purchase decisions.

In addition, it has invested in digital out-of-home (DOOH) media across South East Asia as it aims to deal with the huge competition among daily use apps like Grab, which are moving towards becoming super-apps.

Now, Foodpanda has begun a pilot with blockchain platform Aqilliz and ad tech company Moving Walls to facilitate what it claims to be the “world’s first blockchain-powered digital out of home (DOOH)”.

“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,” says Hasnain Babrawala, the head of marketing for offline channels in APAC at 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.”

DOOH has been described as digital’s ‘final frontier’ as the media assets themselves are being transformed into digital screens and host of ad tech platforms are also making it possible to buy these screens in an automated manner.

However, Srikanth Ramachandran, the chief executive of Moving Walls, points to the lack of information around whether these ad slots were delivered or which audiences had the potential to see the ads, which means outdoor advertising planning and assessment has remained siloed.

“With this pilot, brands will now have confidence that DOOH media can be as accountable as other digital channels and will be able to include it as part of outcome-driven media plans,” Ramachandran explains to The Drum.

The pilot will also help Foodpanda with targeting, buying, execution, distribution, and measurement across DOOH screens as blockchain lets brands and…

Source Link