Major OOH players shut down speculation over commitment to OMA’s MOVE 2.0
The Out-Of-Home (OOH) industry body the Outdoor Media Association (OMA) is developing a new industry standard for digital (DOOH) measurement, but its MOVE 2.0 solution won’t roll out until 2023.
In the meantime, OOH players are largely using mobility data to measure impact, but at current, cannot measure reach and frequency across DOOH in the same way that MOVE’s static measurement system can.
Speaking with Mumbrella in March, the OMA admitted that the wait is leaving a “gap”. It appears that gap has opened up possibilities for smaller disrupter businesses in outdoor like New Zealand’s Lumo Digital, which launched its LENS technology in Australia recently.
