Vlink Interactive collaborates with Location Media Xchange (LMX) to Launch Programmatic Out-of-Home Advertising in the Philippines

Vlink Interactive Inc., an industry leader in outdoor media solutions, has announced a strategic collaboration with Location Media Xchange (LMX), an enterprise software provider for out-of-home (OOH) media owners. This partnership aims to elevate Vlink’s digital inventory by integrating it into LMX’s cutting-edge supply-side platform (SSP), allowing advertisers to access premium outdoor and kiosk inventory through programmatic buying.

The agreement, initially signed in August 2023, officially took off in late Q1 2024 after Vlink’s website and infrastructure were fully set up. Vlink, which operates four major roadside LED billboards and 75 interactive kiosks within Robinsons Malls across Metro Manila, is now fully ready to offer its inventory via LMX’s self-serve platform. This significant milestone enables seamless programmatic advertising, targeting a broader audience base.

“In the last 4 years, VLink has been working fruitfully with LMX for our programmatic campaigns. It has enabled our marketing team to focus on servicing agencies and direct clients for traditional campaigns. We look forward to the 3rd category of clientele that we will be able to access via the LMX Online Self Serve, which serves as an e-commerce platform directly into VLink’s website,” said Andrew Borlongan, Vice President for Marketing and COO of Vlink Interactive Inc.

Vlink’s Expansion into Programmatic Advertising

Vlink Interactive is known for its experience-driven outdoor media solutions, and the addition of programmatic capabilities through LMX is set to bolster its service offerings. The collaboration enables Vlink to tap into digital agency clients and smaller-scale enterprises (SMEs) that were previously underserved. LMX’s integration simplifies the buying process for programmatic OOH campaigns, providing advertisers with greater flexibility, real-time optimization, and more precise targeting.

Unlocking a New Category of Clientele

Since 2020, Vlink has leveraged LMX Connect to access programmatic direct (PD) and programmatic guaranteed (PG) deals with digital agencies. Now, with the launch of the LMX Online Self-Serve platform, a third category of clientele has emerged: SMEs and independent advertisers who are not typically serviced by large media agencies. This platform simplifies access to premium OOH inventory and facilitates direct buys without the need for intermediaries, opening up a new revenue stream for Vlink.

“Vlink Interactive has been a pioneer in digital out-of-home advertising in the Philippines, and we are proud to be part of this next step in their evolution,” said Srikanth Ramachandran, Founder and Group CEO of Moving Walls. “The integration of LMX’s platform allows advertisers to tap into Vlink’s extensive roadside and kiosk inventory, providing unparalleled opportunities for brand engagement in Metro Manila.”

The collaboration aims to not only increase Vlink’s clientele but also revolutionize the way OOH media is bought and sold in the Philippines. By offering advertisers a simplified, e-commerce-style buying experience through the self-serve platform, Vlink is set to drive impactful results for its clients, while expanding the reach of programmatic OOH in one of Southeast Asia’s fastest-growing markets.