Moving Walls Transforms Out-of-Home Advertising with AI and New Acquisition

Revolutionizing the Out-of-Home Industry: Moving Walls and Insightz Club Join Forces

In a landmark move, Moving Walls, a frontrunner in media technology, has announced its acquisition of Insightz Club, a forerunner in audience research and behavioral intelligence. This partnership aims to reshape the landscape of Out-of-Home (OOH) advertising through the implementation of advanced AI technologies that promise improved audience engagement and measurable outcomes.

The Combined Power of Data Intelligence

Moving Walls has spent years leading the digital transformation of OOH media, empowering brands to tap into the offline world of advertising. Insightz Club, on the other hand, specializes in understanding consumer behavior—decoding how consumers think, move, and make purchases. By merging these two powerful entities, the goal is to create a comprehensive understanding of audience behavior, tracking it from the moment of exposure right through to actual purchasing actions.

The core offering of this partnership will be the introduction of Moving Walls Science, an innovative intelligence suite designed to harness the power of AI to convert audience behaviors into predictive insights. This suite will not only provide clarity for marketers prior to their investments but also deliver proof of effectiveness following campaign executions.

Growth in the DOOH Market

The OOH sector is experiencing unprecedented growth, with the market expected to grow nearly 30% annually, potentially reaching USD 21.5 billion by 2024 and exceeding USD 54 billion by 2033. This expansion is driven largely by a demand for measurable outcomes within the advertising industry, where brands require data-driven insights to assess the effectiveness of their media spend.

With the integration of digital, social media, connected TV, and physical advertising, Moving Walls aims to place itself at the forefront of the emerging USD 700 billion connected media ecosystem. This convergence highlights the inextricable link between digital and physical environments, allowing for more impactful advertising strategies.

Introducing Moving Walls Science Modules

At the heart of the new Moving Walls Science suite are five integrated modules:
1. Audience IQ: Predicts audience reach and exposure with scientific accuracy.
2. Campaign IQ: Benchmarks campaign performance across various channels, revealing what strategies drive results.
3. Media IQ: Analyzes media usage to determine the contribution of each channel to overall sales and brand outcomes.
4. Retail IQ: Connects media exposure to in-store behavior and purchase intent through live shopper behavior data.
5. Location IQ: Utilizes location data to assess brand lift, footfall, and conversion outcomes.

This multifaceted approach empowers brands to optimize their marketing strategies across various platforms, ensuring each campaign is not only effective but also efficient.

Leadership Insights

Srikanth Ramachandran, the founder and Group CEO of Moving Walls, expressed enthusiasm about this acquisition, highlighting how it marks a significant step toward a future where AI and connected intelligence are integral to media planning and execution. He stated, "With Insightz Club joining our ecosystem, we're embedding AI into the very DNA of our operations. This is a new era for intelligent and connected media that translates every advertising impression into measurable outcomes."

Mritunjay Kumar (MJ), Founder of Insightz Club, added his perspective on the importance of real-time, AI-driven insights in audience research. He noted, "The future of marketing lies in the harmony of all channels working together to create a measurable impact. Joining forces with Moving Walls allows us to harness predictive science, aiding brands in understanding consumer behavior in real-time, thus making decisions that drive better results."

As these two giants join forces, they are not just elevating the way brands interact with audiences; they are pioneering a new era in advertising that embraces and leverages the complexities of consumer behavior and advanced technology. With a significant market presence across regions such as Asia Pacific, MENA, the U.S., and Latin America, the launch of Moving Walls Science represents a prominent shift towards a more intelligent, data-driven future in OOH advertising.