MOVE LIVE for the Out of Home Industry

Today, MOVE, the highly anticipated and revolutionary new audience measurement tool for Out of Home (OOH) is live for the industry.

Outdoor Media Association (OMA) media owner members and media agency MOVE license holders can book new campaigns using MOVE data from today.

The official transition to MOVE will then be effective as of Monday 16 March 2026 – with MOVE becoming OOH’s united currency and the only industry standard for campaign planning, buying and reporting moving forward.

Outdoor Media Association and MOVE CEO, Elizabeth McIntyre, said: “MOVE positions Australia as the leader in OOH measurement, not just in scale, but in collaboration and technical achievement.

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.

Everyone is excited that we have reached GO LIVE and we look forward to continuing the momentum of growth for the Out of Home Industry.”

MOVE has been developed by the OMA collaboratively with rigorous oversight and is fully backed by its members, the OOH industry and the Media Federation of Australia (MFA) and its Outdoor Futures Council.

MOVE’s three shareholders – oOh!media, JCDecaux, and QMS have warmly welcomed MOVE going live.

CEO, oOh!media, James Taylor said: "MOVE marks a step change in how we measure and understand Out of Home audiences in Australia. It delivers deeper insight, greater granularity, and a contemporary view of how location and time of day shape the impact of our channel.

With this launch, we will have the most sophisticated Out of Home measurement system in the world. Its enhanced capability will clearly demonstrate the superior quality of our assets and the unmatched scale of our network."

Co-CEO, JCDecaux, ANZ, Max Eburne said: “MOVE represents an important step forward for the Out of Home industry. A unified, industry-backed trading currency that strengthens how audience movement and visibility are modelled, is fundamental to how we trade and grow the channel.

This update reinforces the competitiveness of Out of Home within the wider media landscape and supports continued sector growth.”

CEO, QMS, John O’Neill said: “The launch of MOVE marks a defining moment for our industry. As we continue to showcase our world-class assets, it’s essential that we underpin them with a world-class measurement system.

MOVE now delivers the transparency, accuracy and accountability our agencies and clients expect. It strengthens confidence in Out of Home and when combined with our rapidly evolving communications platform, will attract even greater support from advertisers. With this essential foundation in place, creativity in Out of Home is set to shine.”

National Head of Investment, UM and Outdoor Futures Council Member, Brittany Crowley said: "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. For example, one of the biggest step changes with MOVE is that it closes two of the longest-standing gaps in Out of Home – regional Australia and place-based environments.

What’s also really powerful is MOVE's layering of mobility and behavioural data. It’s not just where people are, it’s how they move, how long they stay, and what they’re doing in those environments. From a planning perspective, this moves Out of Home from being largely a reach and frequency play into something far more nuanced."

Media owners and agencies that have not yet registered for MOVE must do so urgently ahead of the live date, with new campaigns not able to be booked on MOVE’s previous iteration, MOVE 1.5, after 16 March.