MOVE is the first industry-wide audience measurement system for outdoor media in Australia


Industry involvement

The development of MOVE was overseen by a Joint Industry Committee, established in early 2005 to develop the scope of the MOVE project and oversee the tender process, including evaluation of submissions. The JIC included representatives of the Media Federation of Australia and the major OOH media companies.

Since the launch of MOVE the system has been supported by a Technical Committee made up of representatives of the major OOH media companies as well as an Industry User Group (IUG) made up of representatives from the MFA and media buying agencies in Australia. These groups have the objective of advising on the development priorities for MOVE.

MOVE Organisation Structure

MOVE is a proprietary limited company which has the sole purpose of managing and administering the MOVE audience measurement system.

It is owned by the Outdoor Media Association and its four largest members, Adshel, APN Outdoor, JCDecaux and oOh!media.

Future development of the system, including regular data upgrades, will be funded by Out-of-Home(OOH) media operators with inventory in the MOVE system.

Board of Directors

Steve O Connor 110x110

Steve O'Connor (Chairman), CEO JCDecaux

Steve has over 23 years' experience in the Out-of-Home (OOH) industry having started as Sales Manager with Buspak in 1990, then appointed CEO of Buspak Hong Kong six years later. Steve became CEO for Buspak Australia and New Zealand in 1998. During his six years in this role, Steve grew the organisation and established himself as a dynamic and leading force in the OOH industry. In 2004, Steve joined JCDecaux as CEO of its Australian operations and is currently responsible for more than 140 staff and a varied portfolio including street furniture, transit and billboard advertising. 

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Richard Herring

CEO APN Outdoor

Richard was appointed the CEO of APN Outdoor in 2004 and brings more than 32 years' experience in media to the role. Working across carious platforms including television, radio and outdoor, Richard uses his extensive knowledge and understanding of the industry to set APN Outdoor's strategic direction and navigate through the current media landscape. Richard is a passionate advocate for Out-of-Home advertising.

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Brendon Cook, CEO oOh! Media

Brendon is the CEO of oOh! Media and has extensive experience in the Out-of-Home (OOH) industry spanning more than 34 years. During this time, Brendon has been instrumental in driving key initiatives for the OOH industry, most significantly in the development of MOVE. He is responsible for establishing the strategic direction for oOh! Media and is continually looking for ways to enhance the OOH industry and develop new audiences and innovations while embracing technology to better connect brands with their customers.

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Rob Atkinson, CEO Adshel

Rob joined Adshel as CEO in November 2011 having previously held the position of Chief Operating Officer at Clear Channel UK. Rob originally joined Clear Channel as Sales Director in 2005 before being promoted to Group Sales Director in the same year, Managing Director in 2008 and then Chief Operating Officer in early 2011. He won the prestigious Campaign Magazine UK Sales Leader of the Year in 2009. Prior to joining Clear Channel, Rob held various senior sales roles at Associated Newspapers. Rob's passion for the future potential of Out-of-Home is only surpassed by his obsession with Premier League Football.

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Chris Tyquin, Joint Managing Director goa

As a 30 plus year veteran of the advertising industry, Chris is one of the most experienced professionals in the business. He is a former Chairman of the OMA and has been responsible for some of the Out-of-Home industry's most innovative research studies including playing a key role in the commissioning MOVE. Under his leadership, goa has led the industry with Australia's first Digital Billboard Network. As well as being Joint MD of goa, Chris is also on the board of Wallace Bishop and Hardy Brothers jewellers. He is a former Australian yatching champion, serves as a volunteer on the board of the Museum of Brisbane, is co-founder of the Indigenous Scholarship Program at St Joseph's College, Gregory Terrace, and initiated goa's involvement in Vinnies CEO Sleepout by underwriting and promoting the annual event which has seen funds raised double between 2012 and 2014.

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Leah Whitford, Joint Managing Director Independent Outdoor Media

Leah is Joint MD of iOM, Victoria's leading independent billboard company, founded in 1994. Leah has held senior roles in the industry, servicing Australia, NZ, UK and the Asia Pacific and Middle East regions. This involved launching new products and growing new markets, including securing the outdoor media contract at Colombo Airport in Sri Lanka. Her knowledge of the industry spans management, sales and marketing, all aspects of signage hardware and construction, digital production and new technology. Her aim is to ensure that Out-of-Home media keeps pace with the convergent technology that delivers consumers to advertisers.

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Charmaine Moldrich, CEO Outdoor Media Association and MOVE

Charmaine Moldrich is the joint CEO of the OMA and MOVE. Her role is to promote the benefits and professionalism of the industry, much of which is regulated through state and local government. Charmaine has over 30 years' experience in management across a platform of sectors including media, arts, university and government. Prior to coming to the OMA, Charmaine spent 12 years working for the NSW public service at a senior executive management level. Charmain also sits on the board of Artspace Visual Arts Centre.

Annual Report

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2013 Annual Report

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