The Digital Out-of-Home (DOOH) and retail media landscape is converging with data science to create a new era of measurable advertising. Moving Walls, a global leader in media technology for DOOH, has announced the acquisition of Insightz Club, a pioneer in audience research and behavioral intelligence. This strategic move unites two data intelligence companies and is coupled with the launch of Moving Walls Science, an AI-powered intelligence suite designed to turn audience behavior into predictive insight for marketers.
Quick Intel
Moving Walls acquires audience research firm Insightz Club.
The company launches Moving Walls Science, an AI-powered intelligence suite.
The suite includes five modules for audience, campaign, media, retail, and location intelligence.
The move aims to provide scientific precision in planning and measuring connected media campaigns.
The DOOH market is growing rapidly, projected to exceed $54 billion by 2033.
The integration embeds AI into the core of media planning, activation, and measurement.
Uniting Digital Infrastructure with Behavioral Intelligence
The acquisition brings together two complementary capabilities. Moving Walls has focused on digitizing the offline world of outdoor and in-store media, providing the technological infrastructure. Insightz Club specializes in decoding how people think, move, and buy through audience research. Together, they aim to give brands a complete view of audience behavior, from initial media exposure to final action, within the rapidly evolving connected media ecosystem.
Introducing the Moving Walls Science Suite
At the heart of this new direction is the launch of Moving Walls Science, an integrated suite of AI-powered modules. This platform is designed to provide marketers with clarity before investment and proof after execution across all channels. The five core modules include Audience IQ for predicting reach, Campaign IQ for benchmarking performance, Media IQ for media mix modeling, Retail IQ for connecting media to in-store behavior, and Location IQ for measuring location-based lift on footfall and conversions.
Engineering the Future of Outcome-Driven Media
This strategic shift is a direct response to the growing DOOH market and advertiser demand for measurable outcomes. The integration of Insightz Club's behavioral expertise into Moving Walls' technology platform is designed to embed AI and connected intelligence into the entire media lifecycle. "Moving Walls Science empowers marketers to go beyond data, applying true scientific precision to decode outcomes like impact, purchase, and incrementality across the connected media mix," said Srikanth Ramachandran, Founder and Group CEO of Moving Walls. Mritunjay Kumar (MJ), Founder of Insightz Club, added, "By joining Moving Walls, we're turning research into predictive science, giving brands clarity before they invest and proof after they execute."
The acquisition and product launch signal a significant maturation of the DOOH and retail media industry. By combining infrastructure with deep behavioral science and AI, Moving Walls is positioning itself as a key player in the movement towards a fully connected, autonomous, and scientifically-validated future for media investment.
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