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.
MOVE 2.0: Will OOH measurement’s biggest upgrade in 11 years be worth the wait?