Stop wasting the ad dollar: why the future of media belongs to real-world synergy

Every marketer knows the old adage about half of advertising spend being wasted. But if we look at the reality facing our industry today, that estimate is actually far too generous.

The math behind modern advertising has hit a breaking point: only 44¢ of every dollar spent ever actually reaches a real consumer. The remaining 56¢ simply evaporates into the digital supply chain eaten away by inefficiencies, tech taxes, and unaccounted placements. On a global scale, this amounts to $26.8B in media value lost every year, in market environments like Indonesia alone, over 56 billion IDR is unaccounted for. This isn't just an operational nuisance it’s an efficiency crisis that limits our true growth potential.

Moving Social creativity "out-of-phone"

If more than half of our investment vanishes in the supply chain, the imperative isn't just to buy more media; it's to make every impression count by bringing proven content into environments where people actually live, walk, and engage.

That is precisely why the partnership between TikTok and Moving Walls focuses on taking content Out-of-Phone. While social and physical channels have historically run in silos due to fragmented execution tools, Moving Walls acts as the agnostic programmatic bridge to take TikTok content Out-of-Phone seamlessly.

Instead of forcing brands to reinvent the wheel for every channel, we ingest dynamic social assets and distribute them across any existing CMS or signage player using our Agnostic OS, bypassing the need for publishers to re-engineer their networks. Since February 2026, over 40 campaigns have leveraged this approach, proving that social engagement doesn't have to end at the glass screen of a mobile device.

Key Takeaway: Extending trusted social creativity onto street-level screens connects digital relevance with physical presence measurably bridging the gap between virtual and real-world attention.

Measuring what matters: From exposure to incremental lift

To tackle supply chain waste, accountability must be non-negotiable. We can no longer rely on vanity metrics or estimated impressions.

Through Moving Walls Science, brand lift is measured using controlled, rigorous experiments built on a panel of over 800,000 unique individuals in local markets (as part of a broader 40M+ global panel). By comparing exposed groups against control groups, brand lift is evaluated across five critical metrics:

The Proof: Combining channels doesn't add, it multiplies

When we put this rigorous methodology to the test in Indonesia, the results demonstrated what happens when real-world screens and social channels work in unison.

Measuring incremental lift across control ($n=150$), exposed ($n=150$), and combined synergy groups ($n=52$), the power of multi-channel reinforcement becomes unmistakable:

• Brand Association: Lifted from a 43% baseline in the control group to 59% when exposed to single channels, reaching 60% under full channel synergy (+17 point lift).
• Brand Favorability: Shifted dramatically from a 33% baseline to 55% with single exposure, peaking at 62% when TikTok Out-of-Phone and OOH were combined a +29 point jump that proves how physical screens amplify digital budgets and drive incremental business outcomes without requiring additional creative overhead.
• Awareness & Consideration: Showed consistent, positive lifts across exposure tiers, peaking at 79% awareness (+4 point lift) and strong consideration retention.

The Path Forward

The data delivers a clear verdict: combining channels doesn't just add incremental reach it multiplies impact.

By rescuing ad spend from digital waste and deploying high-impact, cross-channel executions like bringing TikTok's dynamic content into the physical ecosystem via Out-of-Home brands can reclaim lost value, prove real incrementality, and build meaningful relationships with consumers where it matters most.

Moving Walls acts as the interoperable programmatic bridge, allowing brands to extend TikTok campaigns into the physical world across any media owner's existing hardware and software stack.