Moving Walls India and Wellversed Media Partner to Accelerate Outcome-Based OOH Advertising and Empower Media Owners

Moving Walls, the world’s leading connected media platform and Wellversed Media, a specialised business research, marketing communications and media services firm, announced a strategic Memorandum of Understanding (MoU) to co-develop, launch, and operate joint research products and training offerings for Out-of-Home (OOH) media owners in India.

Shifting from Impressions to Measurable Outcomes

While traditional Out-of-Home advertising has historically relied on location-based decisions supported by audience impression metrics, today’s advertisers are increasingly demanding proof of tangible business outcomes. As media owners take on campaign-lead roles directly with brand advertisers, the need for robust, agency-grade research becomes vital.

This partnership addresses this immediate market gap by equipping OOH publishers with the data tools required to showcase concrete ROI and brand impact to direct clients. Furthermore, it creates a repository of campaign performance data, allowing media owners to understand what works best and optimise future media strategies.

Key Initiatives of the Partnership

The strategic collaboration focuses on two core offerings designed to modernise the OOH ecosystem:

Media Owner Training Programs: Hands-on training modules designed to educate publishers on utilising AI, automation, and data technology to transform their operations and capture growing digital advertising budgets.

Joint Research Product for OOH Publishers: Integrates Moving Walls’ core Post-Campaign Reporting, Brand Lift Surveys (BLS), and Panel Research capabilities with Wellversed Media’s business research and impact assessment expertise. This offers media owners comprehensive post-campaign reports tailored for direct brand clients.

Srikanth Ramachandran, Founder and CEO of Moving Walls India: “The OOH landscape in India is undergoing a massive shift. Advertisers want to move beyond plain visibility to understanding real brand lift and audience impact. By pairing our measurement technology and panel research with Wellversed Media’s deep research capabilities, we are giving Indian media owners agency-level capabilities to service direct advertisers effectively.”

Rajiv Raghunath, Founder and CEO of Wellversed Media: “Media owners are taking on bigger leadership roles in executing brand campaigns. To sustain this, they need actionable research and proof of outcomes. This alliance equips media owners with both the impact reports necessary to win budget commitments today and the AI and data training required to future-proof their media assets.”

Under the agreement, Moving Walls will provide the underlying measurement technology, panel capabilities, and standard research structures, while Wellversed Media will manage end-to-end service delivery, client relationship management, business analysis, and final client presentations. The joint offering will be rolled out nationally across India.

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