OMA welcomes newest member Val Morgan Outdoor

Val Morgan Outdoor (VMO) has become the latest member of the Outdoor Media Association (OMA) and its industry-recognised measurement system MOVE (Measurement of Outdoor Visibility and Exposure).

VMO has a network of 10,000 digital screens across retail, health club, petro-convenience and office tower environments.

Charmaine Moldrich, CEO, OMA, and Paul Butler, managing director, VMO.

VMO managing director, Paul Butler, said the announcement has been a long time coming and also comes at a “pivotal time” for the out-of-home industry.

“Joining the OMA has been a long-term ambition for VMO and our commitment to trust and transparency for our clients. We are thrilled to be joining at such a pivotal time for the industry.

“MOVE 2.0 is on track to become a world leading measurement tool for Outdoor. In delivering an industry currency that measures all ou-of-home formats across metro and regional markets, buyers will be able to properly evaluate the enormous audiences that the medium delivers, unlocking the sector’s true potential.”

VMO joins other recent additions to the OMA including Shopper Media, AdFlow Mobile Advertising, Australian Outdoor Sign Company (AOSCo), Think Outdoor, and Total Outdoor Media (TOM).

OMA CEO Charmaine Moldrich said the addition of Val Morgan was further evidence of OMA’s standing as the OOH industry’s body.

“VMO joining the OMA and MOVE confirms my belief that we are seeing a renaissance in membership to the association. In the last month the OMA has added six new members, and this renewed interest in joining the industry body is, I believe, driven by our commitment to enhancing the capabilities and transparency of MOVE, the industry’s audience measurement currency.

“But the real winners of the industry coming together at this crucial time will be advertisers and media agencies, who will gain immense value in having all OOH providers measured on the one platform.”

She added: “VMO joining as members of the OMA and MOVE takes us closer to representing 100% of the OOH industry and is further proof of the value we offer our members.”

Exisiting members of the association include JC Decaux, Ooh Media, QMS Media and Torch Media.

The OMA is currently in the test phase of its upgraded MOVE 2.0 system which will provide official industry measurement of digital programmatic screens when it hits the market in 2023.


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