Out of Home reaches 97% of Australians weekly
MOVE delivers the most advanced understanding of audience behaviour in OOH. Capturing why, where and when people move by hour and season across all formats.
Data richness
MOVE measures outdoor audience data across all of Australia, including 5 major metropolitan and 21 regional areas. MOVE captures hourly data, year-round, including seasonal variations, across all OOH formats.Road links
Points of interest (POI)
Indoor locations
Measuring all Out of Home
From roadside billboards to transport, indoor spaces and place-based advertising, MOVE measures audiences for every single sign and campaign, across metropolitan and regional Australia.
Large indoor locations such as Airports, Shopping Centres, and Train Stations. Each environment has its own movement capturing viewable audiences using the Realistic Opportunity to See (ROTS) measure.
Small indoor environments such as cafes, cinemas, gyms, medical centres and venues.
High-impact billboards, bus shelters, and pedestrian signage including malls.
Internal and external advertising signs on public and private transport vehicles such as buses, ferries, trains, light rail, trams, taxis, ride share and delivery bags.
“For the first time, we'll have regional measurement and access to place-based measurement, which will be hugely impactful for the whole industry."
“Previously we weren't able to see things such as seasonality, which is important. We talk about it anecdotally with clients, but now we can report on it and be more insightful. Whether it’s winter or summer, we can identify those seasonal trends.”
“MOVE will create a whole new world of possibilities for both advertisers and agencies. Everyone will be able to measure from the same playing field, giving agencies a greater understanding of what they are buying and giving clients confidence into investing more into outdoor media.”
"I'm excited that regional Australia finally gets an audience measurement system, and we can show to agencies and clients that the population outside of the metro cities is worthwhile advertising to, using the outdoor channel."
“Move will be the most sophisticated and dynamic audience measurement system for outdoor anywhere in the world. It will provide a whole new level of transparency and accountability for advertisers.”
“There are so many formats in regional and place-based that we’ve never been able to measure. MOVE is going to open so many more new possibilities for brands to access these environments and have standardised measurement across the board.”
"MOVE is going to validate what we've always known about Out of Home, that it is the best medium for reach and frequency with the most impact."
“Using MOVE as a tool to show accurate measurements in regional areas will help us track audiences. The different formats and how they link into our national and metro buys will instil confidence with our clients and planning processes.”
FAQs
You'll find answers to the most common questions from our community below.
From Roadside to Transit, Indoor spaces, and Place-Based environments, MOVE measures audiences for every single OOH sign and campaign across 5 metropolitan and 21 regional reporting zones in Australia.
MOVE at launch delivers weekly audience data that reflects seasonal variations over the course of 52 weeks, across 180+ demographic profiles, including Australians and international visitors.
The OMA will work in collaboration with the MFA to refine the future data granularity.
MOVE models have undergone 491 acceptance tests and criteria to ensure demographics, geographical variance, trip purpose, temporal profiles, and more match observed data. The data is calibrated to real-world counts to ensure the most accurate and robust data is delivered to the market.
MOVE metrics align with global standard terminology and reflect the depth of MOVE data. The key metrics include:
Viewable Audiences: The Realistic Opportunity to See (ROTS) measure captures viewable audiences in various environments, each with its own movement model.
Filtered Attention: Visibility Adjusted Contacts (VAC) accounts for audience dwell time, play length and share of time for digital signs.
Impact: Neuro Impact Factor measures the impact of content on the audience.