MOVE and AllUnite Partner to Advance OOH Measurement in Pakistan

London, United Kingdom - 3rd June 2026

MOVE, Pakistan's first tech-enabled out-of-home (OOH) campaign monitoring and audience measurement solution, has partnered with AllUnite, the global adtech company specializing in real-time audience measurement for OOH media, to further strengthen and modernize OOH measurement capabilities across Pakistan.

The partnership represents an important evolution for the country's OOH industry, enhancing existing measurement capabilities with more dynamic, transparent, and data-driven audience intelligence. By combining MOVE's local market expertise with AllUnite's advanced technology infrastructure, the collaboration aims to provide advertisers and agencies with deeper visibility into campaign performance and audience behavior.

The initiative reflects a broader evolution taking place across the global OOH industry — moving toward more observable, real-world audience intelligence powered by mobility insights, sensor infrastructure, and AI-driven analytics.
As Pakistan's OOH industry continues to grow and attract increasing advertiser investment, the demand for more transparent and actionable measurement capabilities is also accelerating.

Advancing Smarter OOH Measurement

MOVE currently calculates impacts, reach, and GRPs across billboard inventory nationwide. Through this partnership, MOVE and AllUnite will work together to further enhance audience measurement capabilities and support more data-informed media planning across Pakistan's OOH ecosystem.

The collaboration also supports the broader development of a more connected OOH ecosystem in Pakistan, enabling agencies and advertisers to work with more accessible, actionable, and operationally relevant audience data.

"The global benchmark for out-of-home is shifting — advertisers now expect the same observability, transparency, and audience-level accountability they get from digital and TV," said Ali Hamdani, CEO of MOVE. "Pakistan's OOH industry has enormous potential, and through this partnership MOVE is bringing the market in step with those evolving global standards. Our ambition is to build on the strong foundations already established here while introducing the more advanced, future-ready capabilities that help advertisers and agencies make smarter, faster, and more confident media decisions."

AllUnite's platform combines sensor infrastructure, mobility data, and machine learning models to deliver enhanced audience measurement, campaign forecasting, and media optimization capabilities for OOH campaigns.
For advertisers and agencies in Pakistan, the collaboration is expected to support:

— More accurate audience measurement and impression modeling
— Improved visibility into campaign delivery and performance
— Better audience segmentation and targeting opportunities
— Smarter media planning and optimization
— Increased transparency and accountability for advertisers and agencies
— More accessible and operationally actionable audience data

Supporting the Future of OOH in Pakistan

Globally, advertisers increasingly expect the same level of measurability and accountability from OOH that they receive from digital and television media. The collaboration between MOVE and AllUnite is designed to support a continued evolution in Pakistan.

"Pakistan is one of the most dynamic emerging markets in outdoor advertising, and we're genuinely excited to partner with MOVE to support its next step," said Esben Elmoe, CEO of AllUnite. "The future of OOH isn't only about estimating audiences — it's about understanding movement, attention, and campaign delivery with greater precision and transparency. Together, we're building on the strong foundations MOVE has already established, moving the market from estimation to observability."

The partnership was formalized during the World Out of Home Organization (WOO) Annual Congress in London, where industry leaders gathered to discuss the future of measurement, transparency, and innovation in out-of-home media — reflecting the global momentum behind more transparent, data-driven, and accountable OOH measurement frameworks.

About MOVE

MOVE (Pvt) Ltd. is Pakistan’s first tech-enabled OOH campaign monitoring and audience measurement solution, serving brands, agencies, and media owners nationwide. The company provides geo-tagged image tracking and impressions-based campaign performance analytics, helping stakeholders make smarter, data-led decisions for their OOH investments.

About AllUnite

AllUnite is a global adtech company enabling real-time audience measurement for out-of-home (OOH) media. Its platform combines sensor infrastructure, mobility data, and AI-powered models to help advertisers and media owners measure, forecast, and optimize campaigns with greater accuracy and transparency. Founded in 2013 and headquartered in Copenhagen, AllUnite operates in more than 40 countries, supporting the evolution of OOH into a more data-driven and measurable channel.

PRESS CONTACT

MOVE
Syed Turab
Head of Marketing, MOVE
Email: saturab@move.com.pk

AllUnite
Kristina Rudoman
Chief Commercial Officer
Email: kristina.rudoman@allunite.com