MODULE 2: EXPLAIN

 

Welcome to Module 2 of MOVE Coach. In Module 1, we coached you on how to understand the new MOVE metrics, now it's time to explain them clearly.

 

MOVE is more than a new measurement system.  It's a new way to report on and interpret your Out of Home campaign performance.​

In Module 2, we break down what's changed from MOVE 1.5, what it means in practice, and how to confidently translate the value of MOVE to your stakeholders.

Hear from our Coaching Team in the videos and download the resources to close your EXPLAIN MOVE ring.

 

MOVE fundamentally changes how reports should be read and applied.

• Every report now starts with national audiences, not just metro.
• Planning requires active market selection, not assumptions.
• You now have new ways to validate campaigns visually.
• And importantly, all data is instantly accessible, enabling faster decision-making.

MOVE has been built to reflect how people actually move in the real world, using a combination of rich data sources, including mobile movement, transport and location data.

At its core is a synthetic population model that allows us to understand audience behaviour at scale across the country. From there, every site is measured individually, taking into account its format, location and environment to determine how likely it is to be seen.

See the resources below to learn what the metrics are, how and when to use them.

MOVE now provides more granular measurement for Digital signs, with each digital screen now assessed individually.

Site-level measurement better captures dwell time, share of time, loop length, and mode of transport.

COACH CALL OUT
Longer campaigns don’t just increase frequency, they capture new audiences over time, as people move in different ways, across different weeks.

What to reassure your client:

• The campaign has not changed
• The assets and locations remain the same
• The role of each format is unchanged

What has changed:

• Audiences are now measured differently
• MOVE reflects real-world movement
• More accurate and nationally consistent results

The campaign has not changed. The value has not changed. The measurement has improved.