Mumbrellacast

Good things come to those who wait, and the out-of-home advertising industry, and the media buyers who book the campaigns that grace billboards and bus shelters across the country, have certainly been waiting for the next iteration of Move for quite some time. Originally called Move 2.0, then reverting to simply Move, the long-awaited and much-touted out-of-home audience measurement tool is finally live, having been in development since 2021, and teased numerous times along the way. Elizabeth McIntyre, CEO of the Outdoor Media Association, appears on the Mumbrellacast, where Tim Burrowes quizzes her on the future of out-of-home advertising, the granular new Move system, and what's happening within the OMA. Burrowes also asks McIntyre about her own plans, now the big project has been completed and delivered. For the uninitiated, Move tracks audience data from around 180,000 outdoor advertising sites around the country, by modelling a synthetic audience of 2.2 million Australians and their daily movements. T