MOVE
Audience measurement body · Sydney, Australia
MOVE (Measurement of Outdoor Visibility and Exposure) is Australia's out-of-home (OOH) audience measurement system, operated in connection with the Outdoor Media Association (OMA). According to its website, MOVE measures audience behavior across the full range of outdoor advertising formats, including roadside billboards, transit advertising, indoor environments such as airports and shopping centers, and place-based settings like cafes and cinemas. The system tracks a large national inventory of signs and provides audience data across many demographic profiles, capturing variations by time of day and season. Its purpose is to give advertisers, agencies, and media owners a common, independent currency for planning and evaluating OOH campaigns, quantifying reach and frequency in a consistent way across formats and markets.
Coverage spans metropolitan and regional reporting areas throughout the country. By providing standardized visibility and exposure metrics, MOVE aims to demonstrate the reach and impact of the OOH medium and to support transparent, comparable trading. The system has continued to evolve with updated methodology to reflect changes in the Australian OOH landscape.