Moving Walls is a Singapore-headquartered AdTech company that has developed a location intelligence platform capable of forecasting audience volumetrics and profiles at specific locations. The platform enables media planners and advertisers to discover, plan, and buy both static and digital out-of-home (OOH) media.
Moving Walls partnered with Flooid to redesign its platform to unify media planning, campaign execution, and performance analytics into a single, intuitive system. The goal was to create an experience comparable to leading global digital advertising platforms, while incorporating advanced location data, geospatial tools, and IoT-driven billboard insights.
The Challenge
OOH advertising has traditionally relied on manual processes, fragmented tools, and offline negotiations. Moving Walls wanted to modernise this workflow with a fully digital planning and campaign management platform.
Key challenges included:
- Designing a fast and intuitive media planning experience for large brands and media buying agencies
- Enabling advertisers to easily discover available billboard inventory using geospatial tools and geofencing
- Providing real-time campaign visibility and post-campaign analytics powered by data from IoT-enabled billboards
- Unifying multiple Moving Walls capabilities i.e. planning, asset management, and campaign reporting, into one seamless platform
The platform needed to transform OOH media buying into a data-driven, self-serve experience.
The Solution
Interactive Map-Based Media Planning
To simplify site discovery, we designed an intuitive map-first planning interface that allowed advertisers to visually explore available inventory.
Key features included:
- Circle Tool: Users could draw a circle on the map to instantly view all billboard sites within a defined geographic radius
- Line Tool: Users could map a route, such as a highway or commuting corridor, and identify all available billboard sites along that path
These tools allowed planners to replicate traditional media planning workflows while making them significantly faster and data-driven.
Campaign Management & Execution
We designed a dedicated campaign management module that allowed advertisers to:
- Create and launch campaigns directly from the platform
- Select billboard inventory based on location and audience data
- Manage campaign timelines and budgets
- Track campaign performance through integrated dashboards
This enabled a streamlined end-to-end campaign workflow within a single interface.
IoT-Driven Campaign Analytics
Many billboard sites on the platform were equipped with IoT devices that capture location and audience data. We designed reporting dashboards that translated this data into actionable insights, including:
- Reach and frequency estimates
- Audience movement patterns
- Attribution insights
- Mid-campaign performance tracking
Advertisers could now monitor how their campaigns were performing while they were still live, rather than waiting for post-campaign reports.
Digital Negotiation & Inventory Management
Because media buying negotiations are often conducted offline, we introduced workflows to support faster digital negotiation and deal management. We also designed a Registry Module that allowed media owners to:
- Upload and manage billboard inventory
- Monitor availability in real time
- Offer last-minute deals
- Optimise utilisation
This created a marketplace-like ecosystem connecting advertisers, agencies, and site owners.
The Outcome
- A unified platform combining media planning, campaign execution, and analytics
- Faster discovery and booking of billboard inventory through geospatial planning tools
- Real-time campaign insights powered by IoT data from billboard sites
- Streamlined workflows for advertisers, agencies, and media owners
- A modern, digital-first experience for OOH media buying
Through strategic UX design and product thinking, Flooid helped Moving Walls transform traditional OOH advertising workflows into a data-driven, platform-powered media ecosystem.