Meet Moving Walls Planner: The Social Media Ads Manager for the Physical World

The Planning Gap: Digital vs OOH

On platforms like Meta, Google, and TikTok, setting up a campaign is almost instant: you choose your audience, set a budget, see delivery forecasts, and switch creatives on or off in real time, all done on one platform (respectively), without a single phone call.

Traditional OOH has felt very different. Planners search for sites manually, collect PDFs, email media owners back and forth, and wait days just to confirm if a single location is free. That experience leads many digital-first teams to think OOH is “too slow”, “too manual”, or “impossible to measure”, so they stick to social and search instead.

At the same time, the channel is too big to ignore. In Asia Pacific, the DOOH market is expected to reach about 38.71 billion USD by 2030 and keep growing through the decade, helped by urbanisation, smartphones, and smart-city projects. The opportunity is huge, but the way OOH is planned needs to feel as smooth as digital.

That is the gap Moving Walls Planner is designed to close.

What is a Moving Walls Planner?

Moving Walls Planner is a self-serve planning space where teams can plan an entire OOH campaign from start to finish in one place, instead of juggling spreadsheets, PDFs, and long email threads. It brings together everything needed to make decisions, screens, audiences, budgets, and dates, so you can move from a basic brief to a clear, activation-ready plan in minutes rather than weeks.

The planner connects into the wider Moving Walls ecosystem, so the same system that helps you find screens also powers audience insights, activation, and reporting. In practice, this turns OOH from a fragmented, manual workflow into a streamlined, digital-style process that brand teams, agencies, and media owners can share.

Key Capabilities Include:

Live view of available inventory

See all available DOOH screens in one view, with clear details on location, format, and timing. This makes it easier to quickly spot and select the right screens for each campaign.

Audience-led planning

Begin with the audience you want to reach. Define who you are targeting and the places they frequent, and the planner recommends screens that align with those patterns, enabling decisions based on data instead of assumptions.

Proximity and location planning

Plan campaigns around locations that matter to your business, such as stores, branches, campuses, or event venues. Set the area of interest and the planner highlights nearby screens, making local and store-level planning straightforward and consistent.

Smart campaign optimisation

Adjust targeting, dates, formats, or budgets and immediately see how projections change. The planner updates expected impressions, reach, and frequency in near real time, helping you quickly arrive at the mix that best supports your objectives.

Integrated reporting and insights

Access campaigns result in the same environment where you planned them. Review delivery against forecasts for impressions and reach, and use these insights to improve future plans without additional manual reporting effort.

Brand Lift Study

Incorporate brand lift or outcome-focused studies to understand the impact of the DOOH on the marketing objectives

Moving Walls Planner vs Social Ads Managers

Moving Walls Planner follows the same basic steps as a social ads manager: choose an audience, pick placements, set budgets, and review expected results. The difference is that instead of mobile feeds and videos, you are planning real-world screens people see as they move through their day.

a) Audience targeting: same logic, different reach

On platforms like Facebook, you target people by age, interests, and behaviours. In Moving Walls Planner, you still start with the audience, but the system uses anonymous, aggregated mobile location data to see where groups of people actually go in the real world.

It looks at how devices move over time and builds a simple profile for each screen, such as “commuter-heavy”, “mall shoppers”, or “office workers”. When you define who you want to reach, the planner matches that audience to the screens whose profiles are closest, so you pick sites because the right people see them, not just because they are on the map.

b) Inventory discovery: from infinite slots to finite locations

Social platforms can serve almost endless impressions by matching ads to users across feeds and stories. In OOH, there are only so many premium locations in each city, and the best ones are in high demand.

Moving Walls Planner brings all of this limited, high-value inventory into one view. Every available screen is listed in a single place, along with information such as traffic, estimated impressions, and how well it matches your audience. You can then filter by screen type, city, audience fit, budget, or context (for example, airport, metro, mall, or business district), turning a manual vendor chase into a quick, on-screen shortlist.

c) Forecasting and campaign simulation

Digital platforms show you expected impressions, reach, and cost before you launch a campaign. Moving Walls Planner does the same for DOOH.

For each plan, the platform can estimate total impressions, unique reach, and frequency, and suggest the mix of screens that best supports your goal and budget. You can try different options, such as a few large landmark sites versus many smaller screens, and immediately see how the projections change. Thus, the planner makes it part of the normal workflow.

d) Planning efficiency

Social campaigns can be built in minutes because everything is in one interface. Traditional OOH planning has taken much longer, with planners chasing PDFs, emailing different media owners, and fixing messy data from multiple sources.

Moving Walls Planner brings those steps into a single, guided flow. Routine jobs like gathering availability, checking overlaps, and standardising data are handled in the background. You are not waiting for several owners to send updated files, and you are not rebuilding the same plan in different formats. Work that once took weeks can now be completed in minutes for one market, and in under an hour when you are planning across several markets.

Why Advertisers Love Modern OOH Planning

For digital-first teams, a MW planner makes DOOH feel like a channel they can finally control. It offers:

• Transparency – One place to see screens, data, and indicative pricing, instead of scattered lists from different vendors.
• Control – The same build steps as digital: define an audience, choose placements, review forecasts, then launch.
• Speed – The ability to assemble multi-market campaigns in under 30 minutes.
• Efficiency – A way to avoid paying for locations that do not match the right audience or irrelevant locations.
• Accountability – Clear, data-backed plans and reports that fit into the same performance reviews as social and search.

Why this Matters: OOH is Becoming Digital

OOH is fast becoming a digital, data-led channel, and Moving Walls Planner is built for this new reality. As more screens across APAC connect to digital and programmatic, the planner gives you one place to plan, compare, and book them with the same confidence they have in online ads.

Using Moving Walls Planner now means you plan smarter, move faster, and lock in the most valuable real-world screens before competitors do.

Conclusion

The next era of advertising belongs to those who plan the real world with digital intelligence. Moving Walls Planner finally gives OOH the same level of control, precision, and intelligence that marketers have long expected from digital media platforms. What once required weeks of manual coordination, fragmented data, and guess-based planning can now be done with the same clarity and confidence as launching a Meta, Google, or TikTok campaign. With real-time inventory visibility, audience intelligence, forecasting, and automated optimisation, we can build smarter, faster, DOOH campaigns than ever before.

Unlock new possibilities for your upcoming campaign by connecting with Moving Walls.