Credit: OMA
The Outdoor Media Association's MOVE, the industry's new audience measurement tool, is live from today, with media owners and agency licence holders able to book campaigns.
The full industry transition takes effect Monday, March 16, when MOVE becomes the sole currency for OOH campaign planning, buying and reporting.
Bookings on the previous platform, MOVE 1.5, will not be accepted after that date. Media owners and agencies not yet registered must do so urgently.
Outdoor Media Association and MOVE CEO Elizabeth McIntyre said the system represented a significant national benchmark.
"MOVE positions Australia as the leader in OOH measurement, not just in scale, but in collaboration and technical achievement," McIntyre said.
"The strength of OOH as a channel continues to grow, and now with MOVE it has the best-in-class standard for planning and measurement."
MOVE was developed by the OMA with backing from its members, the Media Federation of Australia, and the MFA's Outdoor Futures Council.
Shareholders oOh!media, JCDecaux and QMS all welcomed the go-live.
"With this launch, we will have the most sophisticated out-of-home measurement system in the world," oOh!media CEO, James Taylor, said.
JCDecaux ANZ co-CEO Max Eburne said a unified trading currency strengthened how audience movement and visibility are modelled.
"This update reinforces the competitiveness of out-of-home within the wider media landscape and supports continued sector growth," Eburne said.
QMS CEO John O'Neill said MOVE delivered the transparency and accountability agencies and clients expected.
"It strengthens confidence in out-of-home and when combined with our rapidly evolving communications platform, will attract even greater support from advertisers," O'Neill said.
UM national head of investment and Outdoor Futures Council member Brittany Crowley said the upgrade addressed two long-standing gaps, regional Australia and place-based environments.
"Better measurement drives better decisions, and MOVE doesn't just validate the role out-of-home is already playing, it expands what's investable," Crowley said.
"MOVE's layering of mobility and behavioural data moves out-of-home from being largely a reach and frequency play into something far more nuanced."
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