#United States #Teaneck #Digital Signage #XEN Media #Moving Walls

Ground Support Labs and Moving Walls Launch XEN Media

On September 3, 2025, a groundbreaking partnership was formed between Ground Support Labs and Moving Walls, two leaders in the digital signage and media technology sectors. This collaboration aims to launch XEN Media, the first comprehensive platform designed specifically for digital out-of-home (DOOH) network owners in the United States. The innovative platform integrates network operations, inventory management, and media booking automation into a single solution.

Managing extensive digital signage networks often requires juggling several systems to ensure uptime, oversee advertising inventory, and handle media bookings. This convoluted process can significantly delay revenue cycles and put a strain on operational efficiency. By contrast, XEN Media seeks to alleviate these challenges, merging Ground Support Labs' expertise in signage operations with Moving Walls' competence in media automation and programmatic capabilities.

Revolutionizing Digital Signage Management

Srikanth Ramachandran, the Founder and Group CEO of Moving Walls, emphasized the increasing complexity of managing large digital signage networks amidst evolving sales and operational demands. He stated, "With this partnership, we offer the only integrated software for backend operations, inventory management, and sales planning aimed at DOOH media owners looking to revolutionize their operational strategies."

New Tradition, a prominent out-of-home media company, became the first U.S. network to implement the full suite of XEN Media tools. Their experience showcases the platform’s ability to connect programmatic platforms while simultaneously managing direct sales. This dual capability enables New Tradition to optimize uptime, offering advertisers smooth access to premium DOOH inventory. Emily Mahoney, the VP of Operations at New Tradition, noted, "Since migrating many of our players onto XEN Media, we've improved our content scheduling efficiency and maintained consistency across our national network. Ground Support Labs has proven to be a considerate and collaborative partner, ensuring our goals are met, and we look forward to our continued growth together."

The partnership between these two innovative companies is seen as a model for the future of DOOH networks. Shivam Parikh, President of Ground Support Labs, remarked, "This partnership introduces seamless backend operations and next-generation automation to the DOOH ecosystem. Network owners, agencies, and brands will benefit immensely from a unified platform that guarantees screen uptime, consistent content delivery, and uncomplicated media transactions."

The Rapid Evolution of the OOH Industry

The out-of-home (OOH) advertising industry is witnessing a swift transformation, with traditional static billboards making way for digital panels at an unprecedented pace. This shift necessitates advanced operational support systems. Concurrently, in-store retail media is gaining traction, leading to new inventory streams and sales models. As programmatic DOOH advertising escalates, more advertisers are entering the landscape, expecting similar ease of use and automation that is now typical in online ads.

With over one million screens globally operated by Moving Walls and Ground Support Labs’ established reputation for delivering comprehensive digital signage networks from inception to ongoing operations, both entities are ideally positioned to provide an integrated platform that adapts to these emerging trends.

In summary, the introduction of XEN Media marks a significant advancement in the digital out-of-home advertising space, streamlining management processes while paving the way for future innovations in the industry. As both companies continue to innovate, the landscape of digital signage and advertising seems set for a remarkable evolution.