Moving Walls, led by Ankur Mehra, is establishing a dedicated Middle East regional hub to accelerate connected #DOOH across the UAE, Saudi Arabia, and Qatar. The expansion brings a data-driven, self-serve DOOH platform designed to deliver measurable, accountable, and performance-led out-of-home media across some of the world’s fastest-evolving smart-city environments.This isn’t geographic expansion alone.It’s infrastructure-building for real-world media.
Why This Matters
The Middle East is uniquely positioned for connected OOH:
- Heavy investment in smart-city infrastructure
- Digitally native urban populations
- Government-backed innovation agendas
- Rapid digitisation of public and commercial spaces
Yet OOH has remained largely static and unmeasured.
Connected DOOH changes that turning physical locations into addressable, intelligent media platforms with accountability similar to digital channels.
From Screens to Systems
With this regional hub, Moving Walls is positioned to:
- Deploy self-serve, programmatic DOOH buying
- Enable data-led planning, targeting, and measurement
- Integrate location intelligence into media strategy
- Help brands link physical impressions to real outcomes
As Ankur Mehra notes, this is about moving beyond screens to build responsive, intelligent environments where influence is measurable, not assumed.
Strategic Takeaways
1. OOH Is Becoming a Performance Channel
Measurement and accountability redefine media value.
2. Smart Cities Need Smart Media
Urban infrastructure demands adaptive, data-driven communication.
3. Physical Spaces Are Now Platforms
Locations can activate audiences, not just reach them.
4. Self-Serve Unlocks Scale
Programmatic access accelerates adoption across markets.
As cities become connected, media must follow.
Moving Walls’ Middle East hub signals a future where:
- OOH sits alongside digital in the performance mix
- Real-world media is optimised in real time
- Brands engage audiences contextually, not generically
This isn’t just about entering a region.It’s about redefining how physical media works in a connected world.
