meet our members
Our ‘Meet our Members’ series spotlights the diverse voices shaping digital marketing across the region. In this edition, we feature Mehul Mandalia, Co-founder and Head of Platform Solutions at Moving Walls.
tell us about your company
Moving Walls is a global media technology group with a strong presence across India and Southeast Asia (SEA). Being Singapore-headquartered, we are proud of our recent expansion to now having a footprint in North America, Europe, the Middle East, Africa, and ANZ regions. Moving Walls provides enterprise software for advertisers, media owners, and retailers to bring automation and addressability to all forms of Out-of-Home (OOH) and In-Store media. We also power a global OOH marketplace that provides access to more than 1M units of inventory from our own or third party ad platforms.
We are committed to bridging the gap between digital buyers and OOH inventory, making OOH as transparent and measurable as online ads. Measurement has been core to our solution since we started on this journey. We operate in some of the most fragmented OOH markets globally and provide baseline measurement to all stakeholders in this space.
Omnichannel Integration: Social commerce and influencer marketing are booming. Platforms like Instagram (414M users in India) and Snapchat (208M users) are capturing ad spend. By connecting DOOH to social and mobile campaigns, brands can extend their storytelling from online to offline spaces.
Empowering Media Owners: Through our platform, media owners can monetize inventory more effectively, ensuring their DOOH assets align with programmatic demand.
What unique characteristics define digital marketing in Southeast Asia and India, and what current opportunities do these present?
Digital marketing in SEA and India is thriving, driven by a fast-growing digital economy, dynamic social media trends, and the embrace of data-driven strategies. SEA’s digital economy is projected to reach $300 billion by 2025, thanks to booming e-commerce and digital services. SEA also benefits from being one of the largest internet economies, valued at $263 billion in 2024, and grows due to high smartphone adoption.
Users in these markets are quick to adopt digital solutions, as you can tell from widespread use of “social shopping” and e-wallets. At the same time, given that these are some of the most populous regions globally, a lot of time is spent outdoors and in brick-and-mortar stores. We are now seeing the rise of large in-store retail media networks and connecting the purchase data points with dynamic advertising is set to become a new opportunity for brands to influence the “last-mile” of purchases.
Considering the ever-evolving digital landscape in SEA/India, what is your company’s most significant ambition for the region that you feel will have the biggest impact?
It is no secret that this region is extremely attractive for digital solution providers or technology companies. Even in the OOH space, we have seen global solution providers race to establish a footprint in the region. However, it must be noted that the individual markets are very different in terms of their maturity of measurement and automation. Each market requires a different strategy. At Moving Walls, we have taken the option of setting up an on-ground presence in every market, along with forming strong local partnerships.
Just outside SEA and India, our expansion into Japan with our strategic partner, jeki, has been important to showcase the value of technology adoption among OOH stakeholders. With Japan being the third-largest OOH media market globally, it is well positioned to influence changes in the wider region.
We believe the integration of traditional OOH media and the emerging retail media channel will have a significant impact on how the industry will grow over the next few years.
In what ways has your partnership with IAB SEA+India been most beneficial to your company?
Our partnership with IAB SEA+India has been instrumental in accelerating the knowledge and adoption of programmatic Digital OOH in this region. It is important for us to be part of an industry organisation that has members from the leading stakeholders in the region, across advertisers, media agencies, and publishers.
IAB SEA+India has always been a keen advocate for emerging media and for shedding light on emerging technology. We have particularly benefited from being part of this discussion. The industry body also provides a platform for collaboration outside regular business and conferences.