Since this month, Australia’s OoH industry has been operating with a new, unified industry currency. The Move model uses synthetic audiences to optimize measurement and reporting for all OoH formats.
New OoH Currency: Australia Launches “Move” as a Global Benchmark
As of March 16, the Australian out-of-home (OoH) industry has completed its transition to a new system for planning, buying, and measuring OoH campaigns. The Outdoor Media Association (OMA) developed the platform with support from leading industry partners, including JC Decaux and QMS.
The platform, called Move 2.0, introduces the first mandatory, industry-wide currency. Replacing Move 1.5, it is built on a model audience of 2.2 million synthetic individuals. Using real-world measurement data, the model replicates the movement and behavior patterns of these synthetic individuals throughout the year. This enables campaign reach to be tracked hour by hour and day by day across roughly 180,000 locations.
Measuring visibility-adjusted contacts
Move 2.0 uses the metric Visibility-Adjusted Contacts, which measures how many people actually see an advertisement. For the first time, regional networks and place-based environments are included in the measurement.
“Move positions Australia as the leader in OoH measurement, not just in scale, but in collaboration and technical achievement,” said Elizabeth McIntyre, CEO of the Outdoor Media Association and Move.
According to OMA estimates, static and digital out-of-home advertising together reach 97 percent of the Australian population each week. For the first time, Move provides a unified, industry-wide measurement system for this market, delivering a comparable data foundation on a scale not yet seen outside Australia.
