Following several years of MOVE 1.5, the Out of Home industry has launched the next generation of MOVE, delivering more granular insight into how Australians move and the media they see.
And with it comes something new.
For the first time, regional audiences and broader transit networks like GoTransit Media Group are now included within MOVE.
19 million Australians. Every month.
Across 25,000+ metro and regional panels, GoTransit connects brands with more than 19 million Australians each month.
Transit has always delivered scale.
Now it’s measured within Australia’s most advanced Out of Home audience measurement system.
So planners can finally see what’s been moving through Australian streets all along.
GoTransit’s full network of 48,000+ metro and regional panels is now measured in MOVE, giving advertisers a more complete national view of Transit audiences and campaign reach.
MOVE replaces OTS with Realistic Opportunity to See (ROTS), a more realistic measure of whether an ad could actually be seen based on audience movement, sign position, speed, and time of day.
MOVE introduces Visibility Adjusted Contacts (VAC), which goes beyond exposure volume to measure impressions that meet a visibility threshold and better reflect predicted attention.
With MOVE, GoTransit can better demonstrate Transit’s strengths: sustained visibility in traffic, attention driven by movement, and large-format opportunities like wraps and megasides that deliver stronger emotional and brand impact.
Our priority now is challenging outdated perceptions about the strategic role of transit, using independent MOVE data to demonstrate its national scale and cost-effective attentive reach.
It is a premium asset that provides physical presence and impact in environments that cannot be replicated by digital formats alone.
Kirrily Hirst
Director of Sales, GoTransit Media Group
For agencies, the biggest shift is being able to see how transit contributes to total national reach and where it delivers audiences that are otherwise difficult to access.
The introduction of attention metrics in Visibility Adjusted Contacts validates the sustained, attentive quality of transit formats, and not just their scale.
With MOVE in place, outdoor has never been more measurable or more comparable to other media channels.
Aidan Price
Group Agency Director, GoTransit Media Group
Aidan and MJ took MOVE on the road this week, presenting alongside industry partners to agency teams at Initiative and UM Australia. It was an exciting chance to be part of a major moment for the OOH sector and share the impact MOVE will have on audience measurement across the industry.
Desi and Bernie brought the energy as they hosted Lunch & Learn sessions on GoTransit, transit’s role in the wider media landscape, and the new opportunities unlocked by MOVE. The sessions were filled with thoughtful questions, strong engagement and promising conversations with agencies and clients.
The GoTransit team wore green across the Sunshine Coast and around Australia to celebrate the launch of the Outdoor Media Association’s MOVE platform. It was a fun and visible way to mark a big day for out-of-home advertising and show support for this important step forward for the industry.
Get in contact with your Sales director or contact us and we can connect you to one for you who can walk you through how it works and how it can be applied to your next campaign.
Adam MacDougal, The Man Shake"Working with GoTransit has been an absolute pleasure for the past 3 years. All briefs and campaigns are delivered on time with terrific results – a testament to how hard the team are working behind the scenes."
