LMX and Primedia Outdoor launch a study to measure target groups in 7 African markets

LMX, a subsidiary of Moving Walls Group and leading provider of Out-of-Home (OOH) advertising technology, and Primedia Outdoor, a leading provider of OOH multimedia solutions in South Africa and other African markets, have launched an initiative to provide detailed audience measurement on Primedia Outdoor’s Digital Out-of-Home (DOOH) inventories in 7 markets in Africa, including Zimbabwe, Lesotho, Namibia, Nigeria, Botswana, Eswatini and Zambia.

The initiative leverages the LMX audience measurement platform to provide Primedia Outdoor DOOH with location intelligence capabilities that provide enhanced transparency, accountability, and attribution to Primedia Outdoor’s advertisers and client agencies. Audience measurement using Primedia’s 23 DOOH screens will derive reach, frequency, and impressions.

The audience measurement platform is powered by a proprietary multi-signal audience measurement platform that uses a combination of data sources to create near real-time audience perceptions. Designed to create location profiles based on audience types around OOH locations and digital billboards, the platform is currently deployed across multiple locations in Southeast Asia, India, and Latin America.

OOH (DOOH) ad spend in Africa is expected to grow to 40% of OOH spend by 2023, where digital development and migration will be an important area for media owners.

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