Out-of-Home (OOH) advertising has changed rapidly in recent years. Screens are more digital, campaigns are more flexible, and expectations around measurement and accountability now rival online media. Brands want outdoor campaigns to work seamlessly alongside online channels, adapting to audience behaviour, timing, and location.
Advertising has become more complex than ever. People encounter an estimated 4,000 to 10,000 ads each day across screens, social media, websites, and public spaces, a sharp increase from the 500–1,600 daily ads in the 1970s, according to research cited by AdFuel from Media Dynamics, Inc. At the same time, campaign timelines have shortened, meaning decisions that once took weeks now need to be made in just a few days, starting from the earliest stages of planning. But while everything else has sped up, OOH planning often hasn’t.
Planning teams still juggle spreadsheets, PDFs, emails, screenshots and static site lists while needing to rebuild the same plan multiple times just to answer a single client request. Plans evolve, and by the time plans are aligned across planners, sales and clients; inventory availability has changed and budgets need to be reworked again. It’s a vicious cycle of manual work load against a constrained timeline.
This growing gap between how fast campaigns need to move and how slow planning can be, is where many OOH opportunities are lost.
This is exactly the problem Moving Walls Planner (MW Planner) was built to solve.
In advertising, a planner is where outcomes are shaped. It’s where teams decide which locations and screens to use, when campaigns should run, how budgets are allocated and which audiences are being reached.
In OOH, these decisions carry even more weight. Every choice connects to a physical location and a real-world moment, where timing, context and audience presence matters. Even small changes, such as an update to timing, budget, or location, can ripple across the entire plan. Without a structured, connected way to manage this process, teams often spend more time checking details and aligning internally than improving campaign quality.
Modern OOH demands more than execution tools. It requires a planner that brings clarity, speed, and confidence to the earliest stage of decision-making.
In today’s advertising landscape, planners are no longer optional, it’s a competitive advantage.
Most OOH tools focus on buying media, they work well once decisions are made but offer limited support during campaign planning. MW Planner is built for the stage that really matters: turning ideas into ready-to-approve plans.
With MW Planner, teams can leverage:
The result is faster proposal turnaround, fewer last-minute changes, and greater confidence before budgets are committed.
MW Planner doesn’t just help teams execute campaigns, it helps teams make better decisions before execution begins. Advanced targeting, live forecasts, and data integration make planning faster, more transparent, and more strategic.
As OOH becomes more digital and measurable, expectations around relevance have changed. Brands now expect outdoor campaigns to be planned with the same level of intent and precision as online media.
MW Planner makes that possible by using:
Instead of asking “where are the most people?” teams can ask:
“Where are the right people, at the right time, in the right context?”
This approach leads to smarter allocation of budgets, higher engagement, and measurable results, reducing wasted spend and improving overall campaign impact.
Where Others Focus – Most OOH DSPs are built around media buying and execution, offering limited support during the planning phase.
The Planning Gap – Turning briefs into structured plans often relies on spreadsheets, static lists, and manual coordination.
MW Planner Difference – Real-time, dynamic planning automatically updates reach, costs, and availability as inputs change.
Smarter Targeting – Movement patterns, behavioral data, and contextual insights guide budget allocation from the start.
Why It Matters – A unified dashboard keeps teams aligned, accelerates approvals, and delivers greater transparency and ROI.
The value of a strong planner is felt long before the first ad appears on screen. MW Planner helps teams:
This makes MW Planner especially valuable for:
Across industries, from retail and entertainment to finance, telecom, and brand launches, MW Planner becomes the place where OOH strategy comes together, making collaboration simple and decisions transparent.
OOH isn’t static anymore. It’s measurable, flexible, and central to omnichannel strategies. MW Planner gives teams a connected way to plan, so campaigns launch on time, decisions are informed, and collaboration is seamless.
“Better OOH doesn’t start at launch, it starts with better planning.”
As expectations for OOH rise, teams can’t afford slow or unclear planning processes. Clear, adaptable, and aligned planning is now a competitive advantage.
Experience MW Planner today and see how modern OOH campaigns are built. Don’t wait, faster, smarter planning is the edge your next campaign needs.
Scale up your OOH Ads with better ROAS today.