21st December 2023, Kuala Lumpur – Unicom Marketing, an award-winning event management and Digital Out of Home (DOOH) company spanning Malaysia, Singapore, Vietnam, and Indonesia announced a partnership with Location Media Xchange (LMX), the supply side arm of Moving Walls Group.
The partnership sees Unicom deploy the LMX platform to provide measurement and automation across their moving LED truck screens.
Unicom is known for its versatile mobile event management services and boasts over 15 years of expertise in this space. The move to provide advertising options on LED-wrapped trucks was a natural extension and is popular for its flexible and location-specific options.
DOOH media continues to build its reach into new venue types and mobile options such as these LED trucks are a particularly versatile option. Now that they can be programmatically activated, it becomes a potent tool for marketers.
Unicom uses the LMX Content Management System (CMS), enabling them to dynamically manage and tailor content. This functionality allows advertisers to serve contextual messages based on real-time traffic conditions around the LED trucks or even on points of interest near the media. For instance, a fast-food brand could activate directional creatives guiding pedestrians or drivers to the nearest store to redeem a particular offer.
Additionally, the platform will further empower Unicom through a white-labelled online self-serve portal, granting them autonomy in managing and deploying campaigns efficiently. This user-friendly feature streamlines the process, providing a swift and accountable medium for Unicom’s advertising operations. Unicom has strategic plans to integrate this online self-serve feature in the upcoming phase of its partnership with LMX.
According to Jason Yong, founder of Unicom, the objective is to provide marketers with a fast, accountable, and dynamic media solution. “Given our background in the mobile event space, we understand how important it is for marketers to have a presence in the right location. Our partnership with LMX provides marketers with the ability to verify the locations, as well as deliver tailored content based on a range of factors.”
Srikanth Ramachandran, Founder and Group CEO of the Moving Walls Group, expressed his enthusiasm for this innovative partnership, stating, “Unicom has a history of providing bespoke mobile event solutions and they are benefitting from applying a similar approach to their LED truck advertising product. We are proud that the LMX platform is being used to manage, measure, and automate advertising on this unique channel.”
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