The Outdoor Media Association (OMA) has confirmed the go-live date for MOVE, Australia’s next-generation Out of Home (OOH) audience measurement platform.
What It Means for OOH Planning in 2026
The Outdoor Media Association (OMA) has announced that MOVE, its new audience measurement tool for Out of Home (OOH), will be live from Monday 9 March 2026. From this date, OMA media owner members and media agency MOVE licence holders can book new campaigns using MOVE data.
Key dates to know
- Monday 9 March 2026: MOVE is live and available for new campaign bookings using MOVE data.
- Monday 16 March 2026: The official transition takes effect, with MOVE becoming OOH’s united currency and the only industry standard for campaign planning, buying and reporting.
Why MOVE matters
Think traditional advertising can’t be measured as well as digital? Think again.
MOVE is designed to modernise how OOH is measured and traded, supporting more consistent planning and reporting across the channel. The OMA positions MOVE as a comprehensive measurement approach across outdoor environments and formats.
With MOVE, GoTransit will be able to see which of its assets will best target your audience using millions of data points from validated sources.
MOVE’s rollout aims to strengthen how that reach is quantified and applied in campaign decision-making.
What does MOVE mean for GoTransit Media Group?
For GoTransit and regional advertisers, MOVE is revolutionary because it supports more consistent, industry-standard planning and reporting at a time when brands are increasingly looking beyond capital cities for efficient reach and impact.
Regional transit campaigns can be evaluated within the same nationally recognised measurement framework used across the wider OOH channel. That gives agencies greater confidence to justify regional investment, compare plans more holistically, and report outcomes with a common set of standards. This will ensure regional audiences aren’t treated as an “add-on,” but as a measurable, strategic part of Australia-wide media plans.
Agencies and media owners planning 2026 activity should align timelines to the 9 March booking start and the 16 March currency transition, ensuring teams are ready to plan and report using MOVE as the industry standard.
Sources:
- B&T — “Move Go To Launch In March” (publ. 2026)
- AdNews — “Outdoor Media Association confirms launch date for MOVE” (publ. 2026)
- LBBOnline — “OOH’s MOVE to Launch March 9” (publ. 2026)
- Outdoor Media Association (OMA) — Homepage statement on weekly reach (retrieved 2026)
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