Introduction
Measure is Moving Walls' post-campaign analytics platform. It centralizes all "after the campaign" analysis — reach, frequency, impressions, audience, locations, brand lift, and optimization recommendations — across Planner, Influence, and inventory executions.
With Measure, you can:
See campaign performance in numbers and trends
Compare results to historical benchmarks using AI
Identify which locations, audiences, and schedules performed best
Receive recommendations for future campaigns — inventory, duration, and budget use
Optionally measure brand lift via survey panels
Accessing the Measure Platform
The interface adapts automatically depending on the type of account you log in with:
Agency — focused on campaign counts, revenue by DSP, performance, and client-facing reporting
Media owner — focused on inventory yield, which sites work best, and revenue / fill
How to log in:
Open your web browser.
Navigate to the Measure login page: https://measure.movingwalls.com/
Enter your login credentials.
Click Sign In to access the Measure Platform.
Dashboard Overview
The Dashboard gives a quick health snapshot of all campaign activity.
For agencies, the dashboard typically shows: revenue generated by DSP, active campaigns, and a high-level reach / frequency summary.
For media owners, the dashboard typically shows: inventory usage, which locations or inventories are performing better, and yield / fill-like metrics.
Campaigns
In this section you can oversee your campaign executions, develop bespoke reporting structures, and export detailed performance analytics.
Reports — Factual Campaign Output
The Reports section is for viewing and exporting the raw, factual numbers behind every campaign. Under Reports, you'll find three sub-modules: Campaigns, Template Builder, and Custom Reports. These work with two key objects: Templates (the skeleton/structure of a report) and Reports (the actual files generated from a template).
Template Builder
Every campaign automatically has a default template (basic campaign info, reach, frequency, and location breakdown). If a client needs a specific Excel or PPT format, customise the template as follows:
Go to Create Template.
Choose the fields/columns needed: Campaign name and ID; Start date, end date, time range; Day-wise or overall numbers; Age group, gender, audience segments; Locations, impressions, reach, frequency, eCPM, etc.
Save the template with a clear name (e.g., "Client_X_Standard_Post_Campaign"). This becomes the standard skeleton for future report downloads.
Custom Reports
Go to Create a Report.
Select the template you just created.
Choose the scope: Single inventory; Set of inventories; Single campaign; Set of campaigns.
Run the report.
Export as Excel for sharing.
Note: If the campaign was executed via Planner or Influence, the default report is automatically available in Measure. If the campaign ran outside Moving Walls and Measure is used only for post-campaign analytics, you still set up templates and then ingest data to generate reports.
Insights — AI Narratives & Diagnostics
Insights move from raw numbers to "what does it mean?" They're split into three views: Campaign Insights, Location Insights, and Ad Delivery Insights.
Campaign Insights
A data-driven story for each campaign. Campaign Insights:
Analyzes the current campaign against all past campaigns for that user
Calculates whether reach, frequency, impressions, eCPM, and other metrics are above or below internal thresholds
Generates a narrative, e.g. "This campaign reached X people, above/below the 45% threshold for similar campaigns."
Key metrics shown include: reach and frequency; eCPM, number of inventories, total budget; day-of-week and hour-of-day trends; location performance; and audience segments and their movement pre- vs post-campaign (e.g., +4%, +3% for IAB segments). Campaign Insights compares a pre-campaign period against the campaign period to measure changes in segments and behaviours.
Location Insights
Data-driven location analytics to optimize DOOH campaign performance. Key functions:
Shows all locations used in the campaign (e.g., 4 locations across a 100,000-currency campaign)
Shows nearby opportunities not picked in the plan — similar to a hotel-booking site's map of nearby listings — sortable by impressions or price
Shows usage patterns across historical campaigns, including which locations are "favourites" and how often they've been used
Displays CPM and usage for each area, plus an AI-generated insight narrative on what works and what doesn't
How to position to media agencies: "Think of this as a heatmap of your favourite locations for this client or vertical, and what we could test next." / "We can see not just where we booked, but also nearby opportunities we might have missed."
Ad Delivery Insights
Applicable only when ads are delivered programmatically (via DSP/SSP). This view acts as a command centre, showing bid requests vs. bid responses, available impressions, and delivery and performance by deal/DSP. Useful for media owners monitoring programmatic revenue, and agencies optimizing deals and troubleshooting under-delivery.
Brand Lift
Brand Lift Study (BLS) is an additional paid service, powered by Moving Walls' acquired survey/people-intelligence panels.
In Measure, you can schedule a new brand lift study by providing campaign parameters and the desired questions/metrics, and access sample brand lift reports to see the output structure.
Standard KPIs include: Brand awareness lift, Ad recall, Purchase consideration, and Familiarity.
Example survey logic: ask panel members what their favourite beverage is; ask if they recall seeing a specific brand's ad; ask where they recall seeing it (OOH, digital, print).
Important to mention to clients: All data comes from real panel respondents — it is not modelled or purely predictive. It connects OOH exposure to "last mile" impact on awareness and consideration.
Measurement — IoT & Transit
IoT Measurement
Integrates with Moving Walls' proprietary IoT devices in select deployments.
Use cases: Clients deploy IoT devices for first-party volumetric counts at specific sites.
Platform capabilities: Shows volumetric counts from IoT alone, and shows "Moving Walls aggregated" numbers that combine IoT with other datasets (traffic, SDK, etc.) and include demographic estimates. A toggle lets you switch between "IoT only" and "aggregated" views.
Transit Measurement
For moving formats such as taxi tops and wrapped vehicles. Key elements tracked: which vehicles carried the campaign; which routes were taken; reach and frequency achieved; radius/area coverage trends over time.
Conceptual difference from billboards: billboards are fixed in one location, while transit assets move through multiple areas each day, so measurement must follow the route — not just a single point.
AI Report Analyzer
Ask natural-language questions across your campaign data. Example questions you can ask: "Which campaign had the best CPM?" / "Which campaigns delivered the highest reach for automotive clients?"
This module is especially useful for advanced, regional, or global users who want quick comparisons across many campaigns.