The Outdoor Media Association’s MOVE (Measurement of Outdoor Visibility and Exposure) revealed that in an increasingly fragmented media landscape, OOH advertising reaches 97% of Australians aged 14+ each week.
The new audience study, being unveiled at today’s OMA Conference, shows OOH connects with more than 22 million people weekly, who make 95 million trips across metropolitan and regionals areas every day.
This major shift in audience movement reveals how Australians consume media, reinforcing OOH’s growing relevance and impact.
The latest evolution of MOVE, called MOVE2, introduces new features, further enhancing the sophistication and accountability of OOH audience measurement.
New features include 21 regional areas – providing national coverage across metro and regional Australia, seasonality and hour-by-hour insights – offering advertisers a dynamic view of audience movement across 365 days a year, and measurement across all OOH formats, giving brands a granular picture of how and when Australians engage with Out of Home.
Looking at movement statistics, the figures revealed that four out of five people leave home every day, while three out of four will see a sign in an airport, station, or retail centre. One out of two will see a place-based sign across 8,500+ locations a week.
The statistics also found that three million petrol station visits are made each day and 37 million off-site work trips made weekly by 9 million workers.
Data also reveals Australians make on average 134 million shopping trips weekly and café trips average 3 times a week.
Elizabeth McIntyre, OMA CEO said: “As traditional media continues to fragment, OOH’s connection with Australians is getting stronger.”
“With expanded regional coverage and enhanced measurement tools, coupled with the ability to see audience movement hour-by-hour, across every day of the year, advertisers can now plan and optimise OOH campaigns with an accuracy and depth never seen before.”
Elizabeth McIntyre
“Out of Home is not just maintaining relevance, it’s growing, evolving, and proving its strength in today’s complex media environment,” she added.
MOVE’s automation and interactive dashboards are designed for flexibility and ease and let media owner and agencies build schedules, upload media plans via API, share proposals, and generate reports faster than ever.
The measurement currency’s updated capabilities paint a broader and more detailed picture of Australian audiences, encouraging media agencies and advertisers to rethink how they plan and buy across the OOH landscape.