MODULE 4: OPTIMISE

 

Welcome to Module 4 of MOVE Coach. In Module 1, we coached you on how to UNDERSTAND the new MOVE metrics. In Module 2, we taught you how to EXPLAIN them clearly. In Module 3, we brought them to life in practice to help you APPLY MOVE. 

 

Now, it's time to OPTIMISE performance.

 

Module 4 is about how QMS specialists use MOVE to shape, refine and elevate Out of Home campaigns, ensuring every element is working as hard as it can.

 

Hear from our Coaching Team in the videos below to close your final MOVE ring.

 

MOVE delivers a more precise view of when audiences are in market. When your campaign runs matter just as much as where.

• Each Location has a unique weekly audience profile that fluctuates across the year, flighting should be upweighted during peaks
• Balance bursts with sustained presence to maximise impact and cumulative reach as new audiences enter environments each week

COACH CALL OUT:

At QMS, we shape flighting and duration around real audience movement, building smarter schedules to maximise delivery and reach.

COACH CALL OUT: 

At QMS, we know where volume lives – and use that knowledge to build campaigns that maximise audience delivery against your objectives.

Reach more unique people by following how audiences move across diverse locations, geographies and journeys. 

• Build geogpraphic spread across and within markets to extend coverage and minimise duplication
• Leverage a mix of location types including CBDs, key arterials and destinations to reach audiences across their journeys, not just high traffic corridors

COACH CALL OUT:

At QMS, we use our network breadth to build genuine georgaphic spread, ensuring campaigns reach more unique people across locations, environments and journeys.

Unlock performance through smarter combinations to reach audiences more effectively.

• Combine complementary formats such as roadside, street furniture and airport, to extend audience coverage and increase impact and scale
• Capture audiences across different behaviours and moments – ensuring campaigns connect beyond a single environment

COACH CALL OUT:

At QMS, we apply this when we respond to briefs – building the right mix of formats to capture relevant, incremental audiences.

Reach and impressions measure scale, but NIF goes further, reflecting the strength of that exposure, through a qualitative view of how formats and environments influence impact.

• Larger formats and high-dwell pedestrian environments consistently deliver stronger NIF performance. Prioritise these to maximise impact
• Leverage digital formats, shown through OMA research to drive greater impact and effectiveness 

COACH CALL OUT:

At QMS, we apply NIF alongside attention-led planning, contextual creative and programmatic precision, building campaigns that maximise audience delivery and real-world impact.