New collaboration to build research-based OOH outcome analysis

As advertisers increasingly seek measurable business outcomes from Out-of-Home campaigns, Moving Walls India, the leading connected media platform, and Wellversed Media, a specialised business research, marketing communications and media services firm, have announced a strategic initiative aimed at strengthening research capabilities and accelerating AI adoption across the OOH ecosystem. 

Under the collaboration, Moving Walls India will contribute its post-campaign reporting, Brand Lift Survey (BLS) and panel research capabilities, while Wellversed Media will bring its expertise in business research, impact assessment, client servicing and campaign analysis. Together, the companies will develop a joint research offering designed to help OOH media owners deliver structured post-campaign reports and build a stronger understanding of campaign performance. 

The partnership will also introduce training programmes focused on AI, automation and data technologies, enabling media owners to better integrate digital capabilities into their businesses and respond to evolving advertiser requirements. 

Srikanth Ramachandran, Founder and CEO, Moving Walls India, said: “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, Wellversed Media, added: “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.” 

The joint offerings will be rolled out nationally, with both organisations working together to provide research-led measurement solutions and AI-focused training for OOH media owners across India.