Credit: OMA.
The Australian Out of Home (OOH) industry is preparing for its most significant transformation in years, with the Outdoor Media Association (OMA) confirming the launch of its new audience measurement tool, MOVE.
The platform will go live on March 9, marking the end of a multi-year collaborative project designed to modernise how outdoor media is planned, bought and measured.
MOVE was originally meant to launch in June 2025 but was delayed due to the amount of data that was required and legal agreements between agencies and members.
While the platform opens for campaign bookings on March 9, the official transition will take effect on March 16.
From this date, MOVE will become the industry’s united currency and the sole standard for OOH campaign reporting.
This move effectively updates the previous iteration, MOVE 1.5. Agencies and media owners are being encouraged to register for the new platform as campaigns will no longer be bookable on the old system after the mid-March deadline.
The new MOVE platform is the result of intensive industry collaboration. It has been built by the OMA with oversight and backing from The Media Federation of Australia (MFA), The Outdoor Futures Council (OFC) and the OMA Media Owner Members.
Outdoor Media Association and MOVE CEO, Elizabeth McIntyre, said the launch is a landmark moment for the sector.
“MOVE is a testament to what can be achieved through industry collaboration and a unified determination to achieve the benchmark standard for media channel planning," she said.
"I can’t wait for media owners and buyers to have official access to the platform on 09 March, begin planning new campaigns and gaining unprecedented levels of insight and measurement for their clients.”
Media agencies and owners who have not yet secured their licenses are encouraged to contact the OMA ahead of the March go-live date to ensure a seamless transition for their clients.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.