The Outdoor Media Association (OMA) says it has been “extremely transparent” about the delayed launch of enhancements to MOVE.
The overhauled out-of-home measurement system was expected to land on June 2, but the OMA has said “this timing is too soon”.
“We’re just seeing it as a process,” OMA and MOVE CEO Elizabeth McIntyre told AdNews.
“We’re loving the enthusiasm, we’re excited about the interest and we’re just trying to obviously maintain momentum and education.”
In a Frequently Asked Questions document sent to the Media Federation of Australia’s (MFA) Outdoor Futures Council, the OMA said “a new date has yet to be set”.
The OMA has attributed the delay to several factors, including the size of the project and the amount of data that needs to be calibrated. Also, legal documents have yet to be signed.
“With any major step forward, it’s only natural and necessary to pause, ask questions, and listen. We have been working with our members for five years on this project with significant investment and collaboration,” the OMA said.
“Agencies and members are currently working through their legal agreements. These are critical documents, and until they’re signed, we can’t provide access to the MOVE platform. Once the licencing agreements are in place, and members are confident with the data, we’ll work together on the next stages.”
MOVE’s updated features include seasonality and hour-by-hour insights, offering a dynamic view of audience movement 365 days a year.
Automation and interactive dashboards enable agencies and media owners to build schedules, upload plans via API, share proposals, and generate reports more efficiently.
Although many expected OMA to officially launch the system at its Sydney Conference, most agency groups were understanding of the delay.
Natalie Murray, investment lead at Yango, said the delay is understandable given the project’s complexity and scale.
“The updated MOVE system promises a more granular understanding of audience movement, which will better help optimise out-of-home investments and support demonstrating clearer links to ROI,” she told AdNews.
“Accuracy is paramount. Rushing the rollout could compromise the integrity of the data, ultimately hindering our ability to deliver effective, results-driven campaigns for our clients.
“In the meantime, Yango is leveraging existing tools and working closely with our media partners. The long-term benefits of a robust and reliable measurement system will far outweigh the short-term inconvenience, leading to better outcomes for our clients.”
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