For years, the media industry considered out-of-home advertising the blunt instrument of the media mix. Planners bought giant billboards and hoped people would drive past. Those days are officially over.

MOVE 2.0 has finally launched. The new $20 million measurement tool leaves its cage to shift the industry from simply buying panels to genuinely understanding people.

In the latest edition of the Mediaweek Newsmakers podcast, Elizabeth McIntyre, chief executive officer of the Outdoor Media Association and MOVE, joins Brittany Crowley, national head of investment at Universal McCann, to unpack the reality of the release.