The Outdoor Media Association (OMA) revealed enhancements to MOVE (Measurement of Outdoor Visibility and Exposure) at its annual conference in Sydney on Thursday. The management system reveals that out-of-home (OOH) advertising reaches 97% of Australians each week.
Elizabeth McIntyre, CEO at OMA, said OOH is growing, evolving, and proving its strength in today’s complex media environment.
“OOH is a trusted medium,” she told the audience.
“We are united as an industry, we are everywhere, we are always on, and we are the only medium that is growing in double digits.
“We have just had a national reminder over the weekend of the importance of how OOH operates in changing people’s minds.”
MOVE’s updated features include seasonality and hour-by-hour insights, offering a dynamic view of audience movement 365 days a year.
Automation and interactive dashboards enable agencies and media owners to build schedules, upload plans via API, share proposals, and generate reports more efficiently.
These capabilities are designed to make advertisers and agencies rethink how they approach planning and buying in the OOH space.
McIntyre said followers will never know how hard the leader tries to create a new path.
“Steve Marks co-founded Guzman y Gomez, an authentic Mexican restaurant chain, 19 years ago in Newtown turning over about $11,000. It’s now operating 2200 restaurants in four countries with a billion-dollar turnover,” she said.
“It took time to evolve that, and it took a lot of time and a lot of grit and determination. He said, ‘If you want to be the best, you have to create it, you can’t copy.’
“It did get me thinking about MOVE and how we wanted this measurement system to be the best. We have had to create it, and it’s taken time to get it right.
“The MOVE, MFA, OFC, IPSOS, VLC and member delivery group participants have worked very hard to create this path, and now we are seeing the results.”
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