From Billboards to Borderless: How OOH Media Owners Can Compete in a Global Connected Media World

By Srikanth Ramachandran, Founder & CEO of Moving Walls Group

For decades, out-of-home (OOH) advertising was defined by its hyperlocal roots. Media owners were specialists, sometimes in a single city, a single format, or even a single location like an airport or train station. The business was built brick by brick, billboard by billboard. A few giants like JCDecaux scaled into true global networks, while others such as Clear Channel expanded internationally before retrenching back into local strongholds. But for the vast majority, OOH remained a game of local expertise rather than global ambition.

The New Reality: OOH is “GlOOHing”

That model no longer holds. The way brands buy media has fundamentally shifted. Campaigns are no longer confined to one city or one country, they are multi-city, regional, and increasingly global. Call it “GlOOHing”: OOH going global.

Marketers today want consistency. They need campaigns that can cut across markets and formats while still delivering measurable outcomes. And they want trusted partners who can help them achieve this, not just suppliers of space, but partners in storytelling and scale.

At the same time, advertising budgets are moving differently. Estimates suggest that 50–60% of spend now flows outside traditional agency groups and directly into platforms and partners. For OOH owners, this is both a warning and an opening. The days of simply selling spots are over. The future belongs to those who can move up the value chain from trading media to solving client problems.

Moving Beyond Trading: Platforms and Partnerships

Many OOH owners have responded by setting up trading businesses: buying inventory on behalf of clients when needed. But trading is reactive, limited, and hard to scale. It keeps the focus on transactions, not transformation.

The real leap comes with platforms and partnerships.

Platforms let media owners combine their own inventory with that of partners, building multi-market media plans seamlessly. They automate bookings, deliver creative, verify proof of play, and generate real-time reporting, turning scattered assets into a single, connected ecosystem. To clients, partner inventory feels like an extension of your own network.

Partnerships make that scalable. Other industries have shown the way. Telecom operators embraced MVNO models, where one brand runs on another’s network. Later, telcos went further, pooling towers into shared “TowerCos.” The lesson is clear: collaboration isn’t just about sharing, unlocking new scale, efficiency, and revenues that no single player could achieve alone.

Together, platforms and partnerships turn media owners into more than sellers. They turn them into solution providers.

The Future: OOH Everywhere, Connected to Everything

Look a little further ahead, and the picture gets even bigger. The future of OOH is not only regional or global,  it’s everywhere, connected to everything.

Every campaign, whether on TikTok, YouTube, or inside retail media networks becomes more powerful when extended into the physical world. We’re already seeing early signals: TikTok’s “Out-of-Phone” model, DSPs embedding OOH into programmatic buys, fintech apps exploring loyalty-driven OOH. These are glimpses of what’s coming.

Soon, OOH will live inside hundreds of digital ecosystems:

• Property portals embedding local screens.
  
• Retail apps offering OOH as part of shopper engagement.
  
• Industry platforms extending into the physical world.
  

OOH won’t be an afterthought. It will be the default bridge between digital intent and real-world impact.

For OOH media owners, the message is clear: we are moving from billboards to borderless. Staying local is no longer enough. To compete in a global, connected media world, owners must embrace partnerships, build on platforms, and reimagine themselves not as space sellers but as problem solvers.

Those who make this leap will do more than capture bigger budgets. They will position OOH as the indispensable connector in tomorrow’s media landscape, the place where the digital world meets the physical one.

Srikanth Ramachandran, Founder and Group CEO, Moving Walls 

Srikanth Ramachandran is a distinguished architect of the modern media-tech landscape and the Founder and Group CEO of Moving Walls, a globally awarded enterprise shaping how brands engage audiences in motion. With an unerring eye for the future, he has led the company to global acclaim from TiE50 to Unilever Foundry30 and Campaign Asia’s Most Valuable Product by marrying data precision with contextual storytelling across the physical world. Educated at Nanyang Business School and seasoned by leadership tenures at IBM Singapore, Srikanth also founded Knowledge Dynamics, which later merged with a NYSE publicly  listed firm. His career is defined by an elegant fusion of strategic insight and technological stewardship.

A firm believer in technology’s moral imperative, Srikanth champions the idea that innovations especially in AI must not only scale but serve, enriching human experience while upholding social integrity. His voice remains one of the region’s most influential in bridging the divide between what is possible and what is purposeful.

https://www.linkedin.com/in/srikanth-ramachandran-b7a10

About Moving Walls

Moving Walls is a global leader in media technology and enterprise software for Digital Out-of-Home (DOOH) and in-store retail media. Headquartered in Singapore and operating across the world’s most dynamic markets, we are on a mission to make physical media as accountable, addressable, and automated as digital channels. Our enterprise-grade platform empowers media owners, retailers, and advertisers to plan, buy, serve, and measure campaigns with precision, bridging the gap between the physical and digital worlds. Today, the platform powers more than a million digital screens, from the bustling streets of New York to the neon skylines of Tokyo and countless cities in between, helping brands explore new frontiers in audience engagement and media performance, with no boundaries.

www.movingwalls.com

https://www.linkedin.com/company/moving-walls