Out-of-Home Measurement System Move Is Finally Live

Why It Matters

Move provides the most granular, real‑time audience insight in Australian OOH advertising, enabling buyers to optimise spend and sellers to prove value. The unified metric also creates a standard trading currency for the industry.

Key Takeaways

• Move covers 180,000+ Australian outdoor ad locations.
• Models synthetic audience of 2.2 million Australians.
• Offers hourly audience data across million points of interest.
• Replaces Move 1.5 as industry standard from March 16.
• Requires media owners to register before transition date.

Pulse Analysis

The rollout of OMA’s Move platform marks a watershed moment for out‑of‑home measurement in Australia. By synthesising movement data from 5,000 volunteers and 280,000 trips, Move builds a dynamic model of 2.2 million individuals, calibrated against independent sources. This granular approach—delivering hourly audience estimates for more than 180,000 billboards, transit shelters and digital screens—surpasses the legacy Move 1.5 suite and aligns the sector with global best practices in location‑based analytics.

For advertisers and agencies, the new system translates into sharper media planning and buying decisions. Hour‑by‑hour audience forecasts allow campaigns to be timed to peak footfall, while the extensive network of one million points of interest and seven million road links supports hyper‑local targeting. The unified metric acts as a common trading currency, simplifying negotiations between media owners and brands and promising more transparent ROI calculations. Early adopters can leverage the data to test creative variations, optimise spend across metro and regional markets, and demonstrate campaign effectiveness with statistically robust evidence.

Beyond immediate commercial benefits, Move positions Australia as a leader in OOH measurement technology. The collaboration among the industry’s biggest owners—QMS, Ooh Media and JCDecaux—creates a single, industry‑backed data standard that could be exported to neighboring markets. As the platform matures, integration with programmatic buying platforms and real‑time bidding engines is likely, further blurring the line between traditional out‑of‑home and digital advertising ecosystems. Stakeholders who embrace Move now will shape the next decade of audience‑centric, data‑driven outdoor media.