The Outdoor Media Association (OMA) has launched the overhauled MOVE (Measurement of Outdoor Visibility and Exposure) measurement system at its annual conference held today in Sydney.

Data from the new system has indicated that out of home (OOH) advertising reaches 97% of Australians aged 14 and above each week. This translates to over 22 million people engaging with OOH media weekly, making approximately 95 million trips across metropolitan and regional areas daily.

The data underscores a significant shift in audience movement patterns, with MOVE's latest results include the addition of 21 regional areas, thereby providing comprehensive national coverage across both metropolitan and regional Australia.

MOVE's updated features now offer advertisers seasonality and hour-by-hour insights, enabling a dynamic view of audience movement throughout the year. This advancement allows for measurement across all OOH formats, providing brands with a detailed picture of how and when Australians engage with Out of Home advertising.

The automation and interactive dashboards introduced by MOVE facilitate media owners and agencies in building schedules, uploading media plans via API, sharing proposals, and generating reports with increased efficiency. These capabilities are designed to encourage media agencies and advertisers to rethink their planning and purchasing strategies within the OOH landscape.

CEO of OMA, Elizabeth McIntyre, said: "As traditional media continues to fragment, OOH’s connection with Australians is getting stronger. With expanded regional coverage and enhanced measurement tools, coupled with the ability to see audience movement hour-by-hour, across every day of the year, advertisers can now plan and optimise OOH campaigns with an accuracy and depth never seen before."

MOVE covers major environments such as roadside, airports, railway and bus stations, buses, trains, trams, and shopping centres. It enhances the standard measurement of target audiences, known as Opportunity To See (OTS), by reporting active audiences through Likelihood To See (LTS). LTS takes into account visibility factors such as an individual's mode of transportation, speed, viewing location, and face metrics like visual size and illumination.

The system is endorsed by the Media Federation of Australia (MFA) and the Australian Association of National Advertisers (AANA), reinforcing its credibility within the industry.

"Out of Home is not just maintaining relevance, it’s growing, evolving, and proving its strength in today’s complex media environment," said McIntyre.