Outdoor industry poised for Move launch
A launch date for the outdoor industry’s new currency, Move, appears to be imminent.
Mike Tyquin, CEO of outdoor company Eye, dropped a heavy hint on the Sky Business channel’s Media Week show that the long-awaited measurement of outdoor audience is nearly ready.
The Outdoor Media Association board member suggested that the industry is close to pressing the button. Tyquin said: “The board are now considering launch timetables among other factors. So we are feeling very confident about the system and its robustness and being able to do the various things that we want to do. We feel particularly encouraged by where the system is now at and what it will deliver.”
(The conversation about Move begins at around the 9 mins point)
The optimistic comments are a contrast to complaints from the industry earlier this year. In June, Mindshare’s Bruce Mundell complained about the apparently slow progress.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Yep. Slow progress indeed and frustrating for all parties involved. Please remember, that nowhere in the world has such a huge and complex audience measurement system been built.
But when you are faced with either getting it right and missing a timetable set a few years ago, or rushing it out to meet that date, the OMA have opted to “take the hit” and get it right – and correctly so. They have their priorities right in my opinion.
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