Welcome from CEO Charmaine Moldrich

Building MOVE from 2005–2010 was a herculean task undertaken by the Outdoor industry. Its launch in 2010 introduced a new currency Likelihood to See (LTS), which was the launching pad for a renaissance in the industry. We were the only traditional media channel not to be disrupted by the internet and we had a credible and powerful audience measurement to prove it. In less than five years Out of Home was in the top three media channels bought by agencies, coming from sixth place overtaking magazines, print and radio to sit beside online and TV. MOVE, while being the instigator of change was supercharged by the rapid introduction of digital signs into our plant. Again, in less that five years we went from having 7 per cent of our income generated by digital signs to having over 50 per cent of our revenue generated by digital. Today, digital accounts for 60 per cent of our revenue.

This is the impetus for an evolution from MOVE to MOVE 2.0. To account for a measurement of digital audiences, as well as to fill the gaps that MOVE didn’t have the capacity for; regional audiences and place-based audiences and to provide these audiences in a more granular way that allows for monthly and seasonal variations, as well as hourly movements. 

We are taking the lessons learnt from the success of MOVE to help build MOVE 2.0, particularly working with agencies and clients to ensure the new system works for them, as well as us. Sometimes, this is a tightrope to walk but one we know from experience will reap us rewards. Transparency being the key to unlocking the door to credibility. 

Our ambition is to also improve on how we build MOVE 2.0 and how we communicate what we are doing. Introducing this newsletter is one of those innovations to involve the wider advertising industry in what we are building. The MOVE 2.0 quarterly newsletter will, we hope, become the playbook that you can refer to.

The newsletter will provide updates on the project by Mike Porter, Independent Chair of the MOVE 2.0 Advisory Group, as well Adam Lang, Independent Chair of the MOVE 2.0 Delivery Group.

The guru of all things MOVE and our lead on the project Grant Guesdon will tackle specific aspects of the build for those of you who want to know more about the methodology.  

The newsletter will answer questions that arise from our post evaluation surveys and hopefully open a forum for more questions to be asked as we embark on updating our world class audience measurement system to meet the current and future needs of our buyers. I invite you to come on this journey with us and please find the latest newsletters below. 

Timeline to date



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Media Enquiries

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Julie Jensen | Marketing Director | +61 477 329 636

Email: emma.ward@oma.org.au