MAM
Moving Walls And TPS Engage announce global DOOH partnership
NEW DELHI: Moving Walls and TPS Engage have entered a global partnership to accelerate the adoption of automated and audience-driven OOH (Out-of-Home) and place-based advertising.
As part of the initial deal, Moving Walls Group’s supply-focussed subsidiary, Location Media Xchange (LMX) will enable TPS Engage’s contextual OOH marketplace to provide advertisers with global access to an inventory of more than 30,000 screens across Southeast Asia and India.
The outdoor advertising industry has faced the brunt of the population lockdowns put in place to combat the spread of Covid2019. However, it has also forced stakeholders to start adopting data and technology platforms that help link media spends to outcomes, which is standard for online advertising.
Moving Walls and TPS Engage have both established strong technology platforms to support OOH automation. However, their on-ground presence across different markets has the potential to complement each other. The Moving Walls group has a strong presence in seven markets including Singapore, India, Indonesia, Philippines, Nigeria and the United States while TPS Engage’s offices are spread across New York, Dubai, Seoul and Bucharest.
Scalable cross-border OOH executions now a reality
Both Moving Walls and TPS Engage acknowledge that OOH’s unique attributes mean that it cannot be traded just like another digital channel.
Moving Walls has recently established independent offerings for both the buy-side and the sell-side stakeholders. To brands and media agencies, they provide cloud-based planning and analytics for all forms of OOH media powered by a multi-sensor location data platform. Meanwhile, LMX works with the asset owners to equip them with inventory management and sales automation tools.
Meanwhile, TPS Engage has a keen focus on enabling the contextual delivery of creatives on digital screens based on different rule sets in a scalable manner. This technology has attracted the world’s most innovative brands like Samsung, Coca Cola, Uber Eats, and Burger King, among others.
According to Moving Walls Group CEO Srikanth Ramachandran, “LMX was formed to enable media owners to connect to multiple demand-side partners while remaining in control of inventory allocation and pricing. TPS Engage’s vision of making audience data-driven media buying and creative decisions for OOH possible aligns with our own views. This partnership will enable global brands to have a holistic view of offline audience engagement just how they do it for their online channels.
TPS Engage CEO Bogdan Savonea adds, “Our platform already provides access to more than 100,000 contextual content-enabled screens across Europe, North America, and, more recently, in Asia through our office in Seoul, South Korea. As we work with global clients who have a presence across multiple Asian markets, it is only natural that we choose to partner with the largest supply-side technology provider in this region.”
Brands
Safex Group appoints Richa Malhotra as group chief financial officer
Former Standard Chartered executive to steer finance
NEW DELHI: Safex Chemicals has appointed Richa Malhotra as group chief financial officer, strengthening its leadership team as the company prepares for the next phase of expansion in specialty chemicals and global agrochemicals.
In her new role, Malhotra will lead the group’s financial strategy, capital architecture and governance framework as Safex scales operations across multiple verticals including branded formulations, specialty chemicals and contract manufacturing.
A chartered accountant and graduate of Shri Ram College of Commerce, University of Delhi, Malhotra brings more than two decades of experience in business finance, strategic planning, corporate banking and client management.
Before joining Safex, she served as executive director, financial markets at Standard Chartered, where she led teams across India and Sri Lanka and worked closely with large corporates, global subsidiaries and commercial banking clients. Her expertise includes capital structuring, treasury operations, risk management and financial markets led financing solutions.
Safex Group promoter director and joint managing director Piyush Jindal, said the appointment comes at a pivotal time for the company. “Safex stands at an inflection point as we build an integrated platform across branded formulations, specialty chemicals and contract manufacturing. Richa’s experience across global financial institutions will strengthen our financial discipline and help unlock value across the group,” he said.
Malhotra said she was looking forward to contributing to the company’s next chapter of growth. “Safex has built a strong reputation over 35 years with its focus on integrity, innovation and agricultural insight. I am excited to be part of the organisation as it expands its footprint in India and global markets,” she said.
The appointment comes as Safex continues to strengthen its financial foundations and scale operations internationally, positioning itself for future growth milestones.
