Outdoor's MOVE2 measurement delayed

Jason Pollock
By Jason Pollock | 10 July 2024

The Outdoor Media Association's (OMA) new audience measurement system has been delayed, according to industry sources.

MOVE2, scheduled to have launched this year, is based on data for more than 100,000 signs nationwide, including regional sites, and builds on MOVE 1.5, announced at the start of early 2022

The industry body said no new date had been set for a launch. 

OMA & MOVE's CEO Elizabeth McIntyre said the OMA, given the ambition, scale, and enhanced nature of the initiative, has encountered "necessary extensions" to the rollout timeline.

"The time we are taking is consistent with a project of this unprecedented scale," she told AdNews.

"As we work through this process, we have not decided on the launch date, but we are working towards being able to provide one."

The platform is being built using mobility data from one of the largest surveys in Australia, by MOVE and Ipsos Australia.  

It is intended that by integrating this syndicated audience research and consumer product data, providers can improve the accuracy of their offering by integrating currency-level MOVE 2.0 OOH data with existing datasets.

It's also intended that media planning and buying software vendors can improve the utility and functionality of their products by integrating MOVE 2.0 OOH data onto their platforms.

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