Out-of-home measurement system Move is finally live
The billboard is correct - Move is live!
The long-awaited out-of-home audience measurement tool Move is finally live, after years of development, delays, and anticipation.
From today, Monday March 9, Outdoor Media Association (OMA) media-owner members, and media agency Move licence holders can book campaigns using Move data.
The official transition date is next Monday, March 16 — after which the system becomes the official out-of-home standard for campaign reporting, buying, and planning.
Move covers more than 180,000 outdoor advertising sites around the country.
During a media briefing last year, the OMA explained that the Move system — previously known as Move 2.0 — models a synthetic audience of 2.2 million Australians and their daily movements, then predicts the audience of each out-of-home advertising point. This information is calibrated against independent data sources for further accuracy.
The system was developed by tracking the movements of 5,000 people over 14 days in 2022, with data gained from around 280,000 trips during this time. It will offer hourly audience data, also available in weekly increments, with over one million points of interest, and seven million road links around Australia — regional, rural, and metro.
It replaces the Move 1.5 system, an update of the original Move 1.0 launched in 2010. The new system has been in development since 2021.
Elizabeth McIntyre, OMA’s CEO
In a news announcement, OMA chief executive officer Elizabeth McIntyre said the Move system “positions Australia as the leader in out-of-home measurement, not just in scale, but in collaboration and technical achievement.”
Move’s three shareholders are the biggest out-of-home companies in the country: QMS, Ooh Media, and JCDecaux.
Ooh’s CEO James Taylor said in the announcement that Move “marks a step change in how we measure and understand out-of-home audiences in Australia. It delivers deeper insight, greater granularity, and a contemporary view of how location and time of day shape the impact of our channel.
“With this launch, we will have the most sophisticated out-of-home measurement system in the world. Its enhanced capability will clearly demonstrate the superior quality of our assets and the unmatched scale of our network.”
JCDecaux co-CEO Max Eburne said “a unified, industry-backed trading currency that strengthens how audience movement and visibility are modelled, is fundamental to how we trade and grow the channel.”
John O’Neill, the CEO of QMS called the launch “a defining moment” for the out-of-home industry.
“As we continue to showcase our world-class assets, it’s essential that we underpin them with a world-class measurement system.”
Media owners and agencies that aren’t registered for Move must do so before next Monday, as campaigns will not be able to be booked on the current Move 1.5 system after March 16.
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