MOVE 2.0: Will OOH measurement’s biggest upgrade in 11 years be worth the wait?
The OMA is in the ‘test and learn’ phase of the biggest upgrade to its MOVE system in over a decade. Mumbrella’s Zanda Wilson chats with key stakeholders including the OMA’s general manager Kylie Green and MOVE delivery group chair Adam Lang, plus media buyers from Carat and Initiative to find out what MOVE 2.0 must deliver when it hits market in 2023.
It’s been just over a decade since the Outdoor Media Association (OMA) launched its much-anticipated industry standard audience measurement tool for out-of-home (OOH), MOVE. Now, it’s time to do it all over again.
MOVE – or Measurement Of Outdoor Visibility and Exposure – was five years in the making and finally delivered a detailed and reliable tool for static measurement. It assisted OOH to grow from $400 million in revenue at launch to almost a billion dollars in 2019, as well as to compete better for ad dollars as media buyers and planners could finally measure accurately the impact of campaigns.
But there was one significant feature missing – digital out-of-home (DOOH) measurement.
