As Technology continues to change, so does its potential to do good. Advertising, once used solely for commercial purposes, is now being used to make meaningful connections and drive positive change in the world. MARKETECH APAC recently spoke with Srikanth Ramachandran, the founder of Moving Walls, about his milestone in using programmatic DOOH technology to support charitable initiatives on digital screens.
Moving Walls, an adtech company that works with out-of-home media owners globally, launched the ‘Moving Hearts’ initiative in November 2023. This initiative aims to use OOH media to raise awareness for social and humanitarian causes. By connecting NGOs with available media slots on short notice, ‘Moving Hearts’ provides a platform for philanthropic campaigns to reach a wider audience.
Ramachandran and his team have worked on campaigns across Southeast Asia, supporting causes such as breast cancer awareness, mental Health issues, and fundraising for children’s charities. Despite challenges in engaging media partners and aligning causes with stakeholders, the team has been able to leverage their technology to automate campaigns and measure their impact.
Moving Walls’ ‘Moving Hearts’ initiative has reached 3 billion impressions, deployed 8 campaigns, and expanded to five markets in the last six months. Looking ahead, the company plans to address environmental, social, and governance issues in addition to driving awareness for social causes.
Ramachandran highlighted the importance of interoperability in technology platforms and discussed the evolution and future of advertising. Reflecting on his journey leading Moving Walls, he noted that his greatest achievements are the small moments along the way and the growth of his team. With decades of experience in the industry, including successful entrepreneurial ventures, Ramachandran continues to shape the future of advertising and drive growth through innovative initiatives like ‘Moving Hearts’.
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