Kopitiam brings accountability to Food Court advertising by an Industry Standard Measurement Project with AAMS’ technology partner Moving Walls
Singapore – Singapore’s largest and most trusted cooked food operator Kopitiam recently collaborated with Association of Advertising and Marketing Singapore (AAMS) technology partner Moving Walls. The project charter was to bring accountability to Food Court advertising by deploying Moving Walls’ patented audience measurement to accelerate the adoption of technology on these media assets.
AAMS is currently championing an industry-wide regional Outernet media measurement initiative with Moving Walls. The project, through measuring physical location and people’s movement, powers planning, selling, verification, and re-targeting audiences using location-based Outernet media, has hit the ground running with the launch of its OMIG initiative.
Singapore is popular as being the country for satisfying every food lover’s diverse palette. Singaporeans enjoy dining-out, hence food courts are our one-stop solution to cravings, be it a sumptuous meal of chicken rice or an evening snack of Kopi-C with kaya toast. Kopitiam, which is part of Fairprice Group, is a member of AAMS.
GroupM has forecasted a growth of 12.3% for global advertising in 2021. And according to WARC’s latest report, OOH will be the second-fastest-growing medium in 2021, with ad spend rising by more than 20%. On the other hand, F&B Outlets are making a great impact on global audiences as they become the new hotspots for advertising.
Another step forward in Industry Standard Measurement for OUT-OF-HOME Advertising
“The Outernet industry measurement initiative is targeted to help open up untapped media segments in this space in response to increased demand for measurable media outside the internet world. Kopitiam has one of the largest footprints in various food services formats, and its participation in this project will be a big boost to our efforts. Outernet digitalization is going to be a game changer for the industry,” says Bernard Chan, CEO of AAMS.
“Our patented solutions analyze these food courts to build a predictive forecasting of total potential views, unique reach, and frequency based on historical data points,” says Srikanth Ramachandran, Founder and Group CEO of Moving Walls. The project will also entail the implementation of a research layer using a synchronous mobile layer to understand the impact of this media, added Srikanth.
Vivek Kumar, FairPrice Group’s Director of Strategic Marketing & Omnichannel Monetization, states “We are committed to develop a world class Retail & Food Media Network, offering data-backed targeting and extended outreach to our partners. As part of FairPrice Group Media, the food media network of Kopitiam is an effective medium that not only reaches people like me who are ‘food lovers’, but can also help advertisers reach hyper-local communities to offer relevant products & services.”
Pauline Png, Head of Customer Experience & Marketing for FairPrice Group Food Services Business notes, “As part of the Business Transformation journey in the F&B industry, it is important that we can understand our customers’ needs and experiences better in our various food spaces, be it in mall food courts, coffee shops or hawker centers. This project with AAMS’ technology partner Moving Walls is a step in the right direction. I am excited to be able to develop superior experiences, food offerings, and communication that will delight our customers, tenants and partner brands.”
About Kopitiam (kopitiam.biz)
FairPrice Group was formed in November 2019 to serve the people of Singapore in meeting their needs in Everything Food and basic necessities. Under the Group, Kopitiam, NTUC Foodfare, and Wang café are combined as a single business unit (Food Services Business) to better provide variety, quality and affordable cooked food through our multi-format brands at food courts, coffee shops, hawker centers and quick-service restaurants.
About AAMS (aams.org.sg)
The AAMS (Association of Advertising and Marketing Singapore) was formed on 1 Nov 2019, merging both the 4As (Association of Accredited Advertising Agents Singapore, formed in 1948) and IAS (Institute of Advertising Singapore, formed in 1990). AAMS represents all aspects of Advertising, Marketing, Media Owners, and Marketing Communications. The team consists of industry-leading experts with a wealth of experience in the advertising industry. We look forward to working with our partners and industry members to become the Regional Beacon for Marketing, Creativity, and Performance.
About Moving Walls (www.movingwalls.com)
Moving Walls is a media technology group with a presence across four continents and seven markets. The Company operates Moving Audiences, a patented multi-sensor approach to location-based media measurement. Today, Moving Walls processes more than 10 billion data points and measures more than 35,000 media sites across the globe. All in all, Moving walls is working towards bringing in measurement and accountability to each marketing dollar spent on Outernet (OOH) advertising.
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