{"podcast":{"title":"Mumbrellacast","slug":"mumbrellacast-311595","podcast_index_feed_id":311595,"rss_url":"https://feeds.megaphone.fm/mumbrellacast","website_url":"https://mumbrella.com.au/category/podcast","image_url":"https://megaphone.imgix.net/podcasts/d61aecf8-242a-11ed-b377-c76a12c6f3ff/image/MicrosoftTeams-image__6_.png?ixlib=rails-4.3.1&max-w=3000&max-h=3000&fit=crop&auto=format,compress","author":"Mumbrella","episode_count":400,"summary":"Every week the team at Mumbrella cover the latest news in the Australian media, marketing and advertising industries along with interviews with key people in the industry. Featuring a rotating panel of hosts from the Mumbrella team, this podcast is essential listening for anyone working under Australia's media and marketing umbrella.","last_synced_at":"2026-06-04T18:19:47.824330+00:00","page_url":"https://stenobird.com/podcast/mumbrellacast-311595"},"episode":{"title":"Elizabeth McIntyre on Move and the future of the OMA","slug":"elizabeth-mcintyre-on-move-and-the-future-of-the-oma","published_at":"2026-03-09T23:53:00+00:00","page_url":"https://stenobird.com/podcast/mumbrellacast-311595/elizabeth-mcintyre-on-move-and-the-future-of-the-oma","show_page_url":"https://stenobird.com/podcast/mumbrellacast-311595","url":"https://traffic.megaphone.fm/MEEME7518873301.mp3","audio_url":"https://traffic.megaphone.fm/MEEME7518873301.mp3","summary":"Good things come to those who wait, and the out-of-home advertising industry, and the media buyers who book the campaigns that grace billboards and bus shelters across the country, have certainly been waiting for the next iteration of Move for quite some time. Originally called Move 2.0, then reverting to simply Move, the long-awaited and much-touted out-of-home audience measurement tool is finally live, having been in development since 2021, and teased numerous times along the way. Elizabeth McIntyre, CEO of the Outdoor Media Association, appears on the Mumbrellacast, where Tim Burrowes quizzes her on the future of out-of-home advertising, the granular new Move system, and what's happening within the OMA. Burrowes also asks McIntyre about her own plans, now the big project has been completed and delivered. For the uninitiated, Move tracks audience data from around 180,000 outdoor advertising sites around the country, by modelling a synthetic audience of 2.2 million Australians and their daily movements. This system was built after tracking the movements of 5,000 people over a fortnight across more than 280,000 different routes. It then predicts the likely audience of each out-of-home advertising point. This information is calibrated against independent data sources for further accuracy, and is available in hourly increments. Listen to the whole conversation on the Mumbrellacast, by subscribing on your favourite podcast app, or clicking on the player above.","meta_description":"Good things come to those who wait, and the out-of-home advertising industry, and the media buyers who book the campaigns that grace billboards and bus sh…","key_points":[],"chapters":[],"topics":[],"duration_seconds":1272,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/mumbrellacast-311595/episodes/elizabeth-mcintyre-on-move-and-the-future-of-the-oma/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/mumbrellacast-311595/elizabeth-mcintyre-on-move-and-the-future-of-the-oma.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}