On September 3, 2025, Ground Support Labs, a global digital signage solutions company headquartered in New Jersey, and Moving Walls, a global leader inmedia technology and enterprise software for Digital Out-of-Home (DOOH) and in store retail media, announced a strategic partnership to launch XEN Media. Byunifying network operations, inventory management, and media booking automation,the new platform creates a single solution that transforms how digital signage owners-both in the U.S. and globally-manage and monetize their networks.
For network owners, operating large-scale digital signage environments typically involvesjuggling multiple systems to monitor uptime, manage ad inventory, and handle mediabookings. This fragmentation slows down revenue cycles and drains operational resources.XEN Media eliminates this friction by combining Ground Support Labs' proven reliability insignage operations with Moving Walls' global expertise in media automation andprogrammatic enablement.
“Managing large digital signage networks is getting more complex, both from a sales andoperations point of view. With this partnership, we offer the only integrated software forbackend operations, inventory management, and sales planning for DOOH media ownerswho want to transform the way they operate,” said Srikanth Ramachandran, Founder andGroup CEO of Moving Walls.
The first U.S. network to adopt the full XEN suite was New Tradition, a leading out-of-homemedia company. By connecting to programmatic platforms while seamlessly managingdirect sales, XEN enables New Tradition to maximize uptime and give advertisersstreamlined access to premium DOOH inventory. “Since migrating the majority of ourplayers onto XEN Media, we've been able to schedule content more efficiently whileproviding consistent capabilities across our national network,” said Emily Mahoney, VP ofOperations of New Tradition. “Ground Support Labs has been a patient, collaborativepartner that always keeps our goals in mind. They've been outstanding to work with, andwe're excited to continue growing together.”
With New Tradition leading the way, Ground Support Labs sees this partnership as a modelfor how DOOH networks can operate moving forward. “This partnership brings frictionlessbackend operations and next-gen automation to the forefront of the DOOH ecosystem,”said Shivam Parikh, President of Ground Support Labs. “Network owners, agencies, andbrands alike benefit from having one integrated platform that ensures screens stay online,content is delivered reliably, and media transactions are executed without complexity.”
TheDOOH Turning Point
The OOH industry is experiencing rapid transformation. Traditional static billboards arebeing converted into digital panels at an accelerated pace, driving the need for moresophisticated operational support. In parallel, in-store retail media is on the rise,introducing new inventory sources and sales models. Programmatic DOOH is also scaling,bringing in more advertisers who expect the same ease and automation found in onlineadvertising.
With more than 1 million screens already powered by Moving Walls globally and GroundSupport Labs' proven track record delivering turnkey digital signage networks from designto day-two operations, the two companies are uniquely positioned to deliver a single-stackplatform that keeps pace with these shifts.
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SOURCE Moving Walls
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