Launch of OMA Move and the Future of Regional Out of Home

Launch of OMA Move and the Future of Regional Out of Home

POA Billboards, a proud member of the Outdoor Media Association (OMA), is pleased to acknowledge the recent launch of Move — an industry-led initiative introduced by the OMA, Australia’s peak governing body for Out of Home (OOH) media.

Move is the next evolution of the national Move platform, created to modernise how OOH media is planned, sold and reported across Australia. Designed to deliver greater transparency, consistency and accountability, Move plays a key role in aligning the industry around best practice standards — from major metropolitan networks through to regional operators.

What is Move?

Move is a centralised industry platform that standardises how OOH assets, audiences and locations are presented to agencies and advertisers. It integrates audience measurement, inventory data and location information into one trusted system, enabling more informed planning and buying decisions. Move captures why, where and when people move by hour and season across all formats.

For advertisers, this means increased confidence in campaign data, clearer insights into audience reach and stronger comparability across markets. For media owners, Move provides a consistent framework that supports credibility, efficiency and long-term industry growth.

How Move is Changing the Sale of Out of Home — Especially in Regional Markets

One of the most significant impacts of Move is how it elevates regional Out of Home.

Historically, regional OOH has often relied on local knowledge, relationships and manual processes. While these strengths remain critical, Move enhances them by giving regional inventory the same visibility, structure and confidence as metropolitan assets.

Through standardised audience metrics and improved data presentation, regional locations can now be positioned more clearly within larger campaign strategies. This allows advertisers and agencies to:

• Compare regional and metro placements more effectively
• Understand regional audience movements and reach with greater clarity
• Confidently integrate regional OOH into multi-market and national campaigns

For businesses like POA Billboards, this represents a major opportunity — ensuring regional assets are no longer viewed as an afterthought, but as a strategic and measurable component of modern OOH campaigns.

Supporting the Rollout Through Training

To ensure a strong and confident transition to Move, POA Billboards recently delivered training, giving team members a clear understanding of both the platform and its broader industry significance.

The training focused not only on navigating Move, but on how it changes conversations with clients — shifting the sale of OOH from placements alone to audience-led solutions, backed by industry-recognised data.

“Move is a significant step forward for the industry, and particularly for regional OOH,” said POA Billboards. “Our training equipped the team to confidently interpret MOVE data and clearly articulate its value to advertisers.”

Moving Forward with Industry Best Practice

By actively supporting the OMA-led Move initiative and reinforcing its implementation through structured training, POA Billboards continues to demonstrate its commitment to industry leadership, transparency and continuous improvement.

As Out of Home continues to evolve, Move strengthens the position of regional media owners, ensuring regional communities and audiences remain visible, measurable and commercially valuable within Australia’s growing OOH landscape.