自2026年3月16日起,澳大利亚在全国范围内推出OOH ad测量系统MOVE,以现实世界数据取代过时方法。 Australia launches nationwide OOH ad measurement system MOVE, replacing outdated methods with real-world data, effective March 16, 2026.

澳大利亚推出了MOVE,这是一个针对家庭外广告的新的全国受众测量系统(OOH),成为规划、购买和报告OOH运动的唯一标准,从2026年3月16日开始。 Australia has launched MOVE, a new national audience measurement system for out-of-home (OOH) advertising, becoming the sole standard for planning, buying, and reporting OOH campaigns starting March 16, 2026. 该系统由室外媒体协会在澳大利亚媒体联合会和行业领导人的支持下开发,覆盖全国所有15万OOH场址,覆盖21个地区地区和5个主要城市。 The system, developed by the Outdoor Media Association with support from the Media Federation of Australia and industry leaders, covers all 150,000 OOH sites nationwide, measuring 21 regional areas and five major cities. 它利用现实世界数据,包括流动性模式和环境因素,提供更准确的受众见解,取代过时的方法。 It uses real-world data, including mobility patterns and environmental factors, to deliver more accurate audience insights, replacing outdated methods. 该工具整合了来自澳大利亚统计局和运输数据等来源的4 000亿个数据行,使180+人口部分成为可能,并改进区域和基于地点的环境的计量。 The tool integrates 400 billion data rows from sources like the ABS and transport data, enabling 180+ demographic segments and improving measurement in regional and place-based environments. 产业利益攸关方表示这将提高广告商的信心,推动6-9%的增长,并将澳大利亚定位为OOH计量的全球领先者。 Industry stakeholders say it will boost advertiser confidence, drive 6–9% growth, and position Australia as a global leader in OOH measurement.