The shift: Media owners who thrive in the next five years won’t be the ones with the most screens, they’ll be the ones who made their inventory easiest to buy, verify, and optimize.
The out-of-home industry is changing fast. Media owners face pressure to deliver faster execution, provide real-time performance data, scale across markets, and compete with digital alternatives that can launch campaigns in minutes.
Yet many operators still rely on manual workflows and legacy tools built for a different era. The result? Launching campaigns, updating creative, and generating reports become bottlenecks that slow growth.
This isn’t just about efficiency. It’s about whether your business is ready for where the industry is heading.
You’re expanding into a new market. Adding 50 screens. Onboarding three new advertisers. Your team is capable, your inventory is strong.
But here’s what actually happens:
These aren’t catastrophic failures, they’re daily friction. But this friction compounds:
The question is simple : What growth opportunities are you missing while managing around system limitations?
Programmatic DOOH isn’t coming, it’s already here. Industry forecasts show that over 35% of DOOH revenue in mature markets now comes from programmatic transactions.
Brands that have embraced automation across other digital channels now expect the same OOH.
What many operators miss is that Programmatic readiness requires more than just connecting to an SSP. You need:
Platforms like Moving Walls’ SSP and LMX Connect already integrate with leading omnichannel and DOOH DSPs such as The Trade Desk and Google DV360, enabling seamless access to global programmatic demand
Media owners on manual workflows aren’t just inefficient, they’re invisible to the fastest-growing buyer segment.
Adding 100 screens shouldn’t require three more operations staff. Modern systems treat expansion as configuration, new screens inherit workflows automatically.
Sales, operations, and finance work from the same real-time data. eliminating manual reconciliation. Integrated CMS, booking, and measurement modules create a single version of operational truth.
When a brand wants to launch tomorrow, you say yes. Updates happen in minutes. This responsiveness wins deals.
Dashboards, proof-of-play, and analytics are generated automatically, giving advertisers live visibility without manual reporting.
Serve both direct and programmatic demand through the same unified infrastructure.
Strategic Clarity
Risk Assessment
Migration Reality
Vendor Evaluation
These are the same evaluation filters applied by major networks across Japan and Southeast Asia before deploying the LMX Platform to modernize operations.
Digital transformation doesn’t require ripping everything out overnight. The most successful operators follow a phased approach:
Phase 1: Digitize Core Operations
Start with your biggest bottleneck, often content management and scheduling
Phase 2: Connect Your Data
Integrate booking, trafficking, and proof-of-play for a unified view. (OOH Traxx saw a 30% increase in utilization.)
Phase 3: Add Transparency
Implement measurement that gives advertisers the visibility they expect.(Hello Brand achieved an 18% CPM uplift.)
Phase 4: Expand Sales Channels
Add programmatic capabilities once operations are solid.(FC Media achieved 25% higher ad recall through data-driven DOOH.)
Each phase delivers value before the next investment.
If any of these sound familiar, it may be time to start with a single module whether CMS, inventory registry, or measurement, and scale from there.
Our modular SaaS suite lets you start where it makes sense for your business:
Each module works independently or as part of an integrated ecosystem — so you can evolve from manual to modern without disruption.
Trusted by leading OOH operators across Asia, Africa, and the Middle East, Moving Walls empowers media owners to scale, automate, and monetize their networks with confidence.
Discover how a connected OOH ecosystem can unlock new revenue and reduce operational friction. Book a personalized demo.
Scale up your OOH Ads with better ROAS today.