Official Launch of Outdoor Tool, MOVE

In Australia, the Outdoor Media Association (OMA) has officially launched its industry-wide audience measurement tool MOVE.

MOVE (Measurement of Outdoor Visibility and Exposure) has been designed to calculate people's 'likelihood-to-see' (LTS) an outdoor ad campaign rather than counting all potential viewers who pass by.

It covers all major formats and environments, including roadside billboards, posters, street furniture, railway stations, transit, shopping centres and airports.

Using the Zenith Travel Modelling System, developed by Veitch Lister Consulting (VLC), MOVE uncovers how and where people travel and how many outdoor ads they pass. Eye-tracking is then used to establish who is likely to see an ad.

Survey results of 15,000 respondents are included, to determine movement within airports and shopping centres, and data from eye tracking studies covering 15 years of global research is also integrated into the system.

MOVE measures across the country's five biggest cities, Sydney, Melbourne, Brisbane, Adelaide and Perth (the same coverage as OzTAM television ratings). It includes population statistics from the Australian Bureau of Statistics Census, as well as travel information for 600,000 individual person trips sourced from 68,000 Government Household Travel Surveys.

The system was built by a consortium of researchers, headed by transport and traffic modellers VLC. Simon Cooper the architect of the UK's POSTAR outdoor audience measurement system, was also a key participant, and the launch was supported by former Research International veteran John Gandar. the system should greatly simplify the task of planning and buying outdoor media.

'The outdoor media industry has taken a giant leap forward today by delivering upon its promise to provide a fully transparent and accountable audience measurement tool that will be directly available to media agencies, advertisers and OMA members,' O'Connor said.

Web site: www.oma.org.au .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.