Elizabeth McIntyre, CEO, Outdoor Media Association & MOVE
March 2026 marks a historic turning point for Out of Home (OOH) advertising in Australia. With the official launch of MOVE, (Measurement of Outdoor Visibility and Exposure), the industry now operates with a new, single and unified audience currency.
This evolution doesn’t just modernise how campaigns are measured. It transforms transparency, planning accuracy, and confidence at every level of the media supply chain. Put simply, MOVE validates what we already knew – that OOH works.
A world-leading system built for Australia
Developed with unanimous support from across the media ecosystem including the Media Federation of Australia (MFA) and endorsed by Independent Media Agencies Australia (IMAA), MOVE is a world-leading system built in Australia, for Australia’s diverse and fast-moving OOH market.
What makes MOVE different and exciting? First, its scale and granularity. MOVE is powered by a synthetic population of 2 million people, modelling over 20 million Australians aged 14+, and capturing behavioural patterns across more than 180 demographic segments.
Data is collected and updated hourly, 365 days a year, across every sign and campaign nationwide, including five metro centres and 21 regional areas, from roadside billboards and digital screens to place-based and transport environments.
Standardised measurement opens up all new possibilities for media owners, advertisers and agencies. Image: supplied
Unlocking regional power and new possibilities
This richness matters. MOVE creates a whole new world of possibilities for media owners, advertisers and agencies. Everyone can measure from the same playing field, giving agencies a greater understanding of what they are buying and giving clients even more confidence into investing more into outdoor media.
Regional Australia is a big winner when it comes to audience data, as it now has a tool to demonstrate real reach and impact covering 21 different regions.
As Brad Bishopp, CEO and Managing Director of Bishopp Outdoor Advertising said, “We can show to agencies and clients that measuring in regional amplifies the power of the regional market”.
MOVE also opens the door to all formats 24/7, including now, place based ones with standardised measurement and opens up all new possibilities when comparing channels and other formats.
A watershed moment in accountability
For advertisers, agencies and media owners alike, this is a watershed moment in next-level accountability and clarity. As Charles Parry-Okeden, MOVE’s Independent Chair, puts it: “It will provide a whole new level of transparency and accountability for advertisers”.
Simply put: MOVE validates what the industry has always known. OOH is the strongest and fastest reaching medium, delivering frequency, scale, and real-world impact. And now, it comes with robust, real-time data to prove it.
If there’s one message for Australia’s OOH industry, it’s this: Now is the time to MOVE. Together.
Feature image- Elizabeth McIntyre, CEO, Outdoor Media Association & MOVE: supplied.