OOH measurement currencies are relaunching

A quiet but important shift is underway: several national OOH audience-measurement currencies are relaunching with new methodologies around 2026. Currencies are the agreed yardstick a market trades on, so when they change, how DOOH gets planned and valued changes with them. Here’s what’s moving.

What a currency is, and why a relaunch matters

An OOH measurement currency (or JIC — joint industry committee) is the single, agreed audience yardstick a market plans and trades on: reach, frequency, impressions per screen. When the currency’s methodology changes — new mobility data, new visibility modelling, digital screens folded in — it changes the numbers every buyer and owner trades on. So a wave of currency relaunches isn’t back-office housekeeping; it resets the planning baseline. (Background: the measurement-currency map and how impressions are modelled.)

The relaunches

The notable moves clustering around 2026 (national bodies — primary):

Australia — MOVE 2.0. The biggest single upgrade: a rebuilt national currency that became the sole industry standard on 16 March 2026, modelling a synthetic population hour-by-hour across all formats, metro and regional. It replaced the prior MOVE outright.
Ireland — JNOR. Relaunched in 2026 with Ipsos, adding improved mobility data and visibility-adjusted modelling — Ireland’s Route-equivalent, modernised.
Netherlands — NMO. The standalone OOH JIC (BRO) was absorbed into NMO (the national cross-media body) from January 2026, consolidating OOH into a broader measurement structure.
Germany — agma’s ma Out of Home. The German reach/contact currency refreshed, covering 265,000+ locations including thousands of digital screens — a reminder that currencies are folding DOOH in alongside classic.

The shared direction

Across these, the pattern is consistent and worth noting:

More granular — hour-by-hour, format-by-format, rather than coarse averages.
Mobility-data-driven — GPS/device-movement panels and visibility modelling, not just traffic counts.
Digital-inclusive — DOOH screens measured inside the same currency as classic OOH, not bolted on.

That’s the same maturation visible in the 2025 IAB/MRC standards — measurement getting more granular, data-driven and digital-aware, market by market.

Why it matters for beauty DOOH

Two implications for anyone in the category:

Pre-2026 methodology notes are stale. If you’re citing a currency’s reach or methodology, check it’s the current version — several just changed, and old descriptions are now wrong (e.g. the Australian and Irish figures pre-relaunch).
The trend favours place-based. As currencies get more granular and digital-inclusive, venue-level DOOH (including beauty) becomes more measurable within the agreed yardstick — which supports its programmatic adoption. Beauty still lacks its own audited measurement, but the rising tide of currency modernisation is the right direction.

The honest caveat: these are national OOH currencies, not beauty-specific ones — there’s still no audited beauty-venue measurement. But the infrastructure that beauty inventory will eventually be measured within is visibly getting better.