foodpanda launches blockchain-based out-of-home advertising campaign

Pilot program for moible food delivery platform taps distributed leger technology to test transparency and real-time monitoring in DooH

Aqilliz, a Singapore-based marketing technology solutions provider, has announced the pilot of a blockchain-based digital out-of-home (DOOH) advertising campaign for mobile food delivery giant, foodpanda.

Foodpanda is mobile food delivery marketplace with over 150,000 restaurant partners across the Asia-Pacific region. In Singapore, foodpanda has recently expanded to offer more services on its platforms, including 24/7 on-demand grocery deliveries, allowing for additional customer touchpoints to drive brand loyalty.

Conducted in partnership with Moving Walls, a South East Asian advertising technology company, the pilot is envisaged to provide increased transparency, end-to-end visibility of campaign performance and greater cost-efficiencies across the DOOH media supply chain. The campaign will run exclusively in Singapore in March across over 2000 displays in lobbies of condominiums, housing board blocks, office buildings and taxis.

The pilot will offer an independent, real-time view of campaign performance, enabling brands to track whether their purchased impressions and advertising spots were played.

Moving Walls founder and group CEO, Srikanth Ramachandran, said OOH has existed without an independent means of verifying ad delivery and the industry tended to blame online ad fraud when pushing for increasing ad dollars in OOH. 

“But there are more fundamental issues of fragmentation and a lack of transparency that need to be fixed,” Ramachandran said. “This campaign gives us the opportunity to implement emerging technologies in order to solve long-standing infrastructural problems to the benefit of all participating partners across the OOH supply chain.”

Aqilliz will utilise the blockchain platform, Zilliqa, to verify the performance of its campaigns in near real time, enabling greater cost-efficiencies across the DOOH media supply chain. The blockchain-based smart contract will provide a reliable, transparent ledger for media owners and buyers to verify the delivery of promised spots and impressions.

Read more: Can blockchain deliver on its big advertising promises?

What blockchain will do to the experience economy

Foodpanda APAC head of marketing, offline channels, Hasnain Babrawala, emphasised the brand’s commitment to accountable media spends, particularly as OOH is a major channel in its expansion drive to consistently stay top-of-mind for our consumer base. 

“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,” Babrawala said.

Aqilliz CEO, Gowthaman Ragothaman, hoped this pilot would demonstrate the potential of blockchain to optimise and streamline the fragmented OOH ad space better 

“As a fully viewable, immutable ledger of transactions, blockchain can foster greater trust between stakeholders, be it media owners, buyers, and solutions providers, effectively repositioning OOH investments as more transparent and accountable,” Ragothaman said.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia. 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Well done, team at Larsen. Fantastic story of how to continually invest in customer experience.

Adam Frank

A designer jewellery brand's take on customer relations

Read more

Great piece Katja. It will be fascinating to see how the shift in people's perception of value will affect design, products and services ...

Paul Scott

How to design for a speculative future - Customer Design - CMO Australia

Read more

Google collects as much data as it can about you. It would be foolish to believe Google cares about your privacy. I did cut off Google fr...

Phil Davis

ACCC launches fresh legal challenge against Google's consumer data practices for advertising

Read more

“This new logo has been noticed and it replaces a logo no one really knew existed so I’d say it’s abided by the ‘rule’ of brand equity - ...

Lawrence

Brand Australia misses the mark

Read more

IMHO a logo that needs to be explained really doesn't achieve it's purpose.I admit coming to the debate a little late, but has anyone els...

JV_at_lAttitude_in_Cairns

Brand Australia misses the mark

Read more

Blog Posts

Why marketing technology utilisation is taking on new urgency

Disparate data sources, fragmented technology and a lack of funding has left many brands struggling in the battle for online customer attention amid a global pandemic. Now more than ever, brands need to focus on unlocking the value of their marketing technology.

Suzanne Croxford

Marketing technology partner, Wunderman Thompson Australia

How to design for a speculative future

For a while now, I have been following a fabulous design strategy and research colleague, Tatiana Toutikian, a speculative designer. This is someone specialising in calling out near future phenomena, what the various aspects of our future will be, and how the design we create will support it.

Katja Forbes

Managing director of Designit, Australia and New Zealand

The obvious reason Covidsafe failed to get majority takeup

Online identity is a hot topic as more consumers are waking up to how their data is being used. So what does the marketing industry need to do to avoid a complete loss of public trust, in instances such as the COVID-19 tracing app?

Dan Richardson

Head of data, Verizon Media

Sign in