Media buyers can finally retire their crystal balls when planning outdoor campaigns.
Today, the out of home industry officially launched MOVE, its highly anticipated audience measurement tool.
Outdoor Media Association members and media agency license holders can now book new campaigns using the updated data.
The industry will officially transition to the new system on Monday, 16 March 2026. From that date forward, MOVE becomes the united currency and the sole industry standard for campaign planning, buying, and reporting.
Elizabeth McIntyre, chief executive officer of the Outdoor Media Association and MOVE, noted the significance of the launch. “MOVE positions Australia as the leader in OOH measurement, not just in scale, but in collaboration and technical achievement,” she said.
Elizabeth McIntyre, chief executive officer of the Outdoor Media Association and MOVE. Image: supplied
“The strength of OOH as a channel continues to grow. And now with MOVE it has the best-in-class standard for planning and measurement.”
Closing regional and place-based gaps
The updated tool promises more than just basic foot traffic metrics.
The platform layers mobility and behavioural data to give agencies a sharper picture of audience habits. It tells planners where people are, how they move, how long they stay, and what they do in those environments.
Brittany Crowley is the national head of investment at UM and Outdoor Futures Council member.
She highlighted how the new system expands what agencies can actually invest in. “The reality is, better measurement drives better decisions.
And MOVE doesn’t just validate the role out of home is already playing, it expands what’s investable,” she said.
Crowley added that a major shift with the new MOVE platform is its ability to close two long-standing gaps in the sector: regional Australia and place-based environments. From a planning perspective, this nuance pushes out of home beyond a simple reach and frequency play.
National head of investment at UM and Outdoor Futures Council member, Brittany Crowley. Image: supplied
The major players weigh in
The new platform boasts strong backing from the Outdoor Media Association, the Media Federation of Australia, and the Outdoor Futures Council. Unsurprisingly, the three MOVE shareholders, oOh!media, JCDecaux, and QMS, warmly welcomed the rollout.
James Taylor, chief executive officer of oOh!media, called the launch a step change in how the industry measures and understands audiences. “It delivers deeper insight, greater granularity, and a contemporary view of how location and time of day shape the impact of our channel,” he said.
Max Eburne, co-chief executive officer of JCDecaux ANZ, agreed that a unified trading currency remains fundamental to trading and growing the channel. “This update reinforces the competitiveness of out of home within the wider media landscape and supports continued sector growth,” Eburne said.
John O’Neill, chief executive officer of QMS, stressed that underpinning world-class assets with a world-class measurement system remains essential. “MOVE now delivers the transparency, accuracy and accountability our agencies and clients expect,” O’Neill said. He noted that this foundational confidence, combined with evolving platforms, will attract even greater support from advertisers.
CEO of oOh!media, James Taylor, co-CEO of JCDecaux ANZ, Max Eburne and CEO of QMS John O’Neill welcome the rollout. Images: supplied
Time to switch over
Agencies and media owners need to act quickly. Unregistered users must sign up urgently ahead of the 16 March cutoff.
After that date, planners cannot book new campaigns on the previous iteration, MOVE 1.5.