Ipsos to Rebuild Australia's MOVE for DOOH Age

In Australia, the Outdoor Media Association (OMA) has commissioned Ipsos to update its audience measurement system MOVE, to deliver a national model that covers all formats and environments, including Digital Out of Home (DOOH) signs.

Built more than a decade ago in conjunction with transport consultancy Veitch Lister Consulting (VLC), MOVE (Measurement of Outdoor Visibility and Exposure) calculates people's 'likelihood-to-see' (LTS) an outdoor ad campaign, rather than counting all potential viewers who pass roadside billboards, posters, street furniture, railway stations, transit, shopping centres and airports. The updated system, which is part of a $10m investment by the Board of MOVE, will cover regional locations, with reporting on seasonal and monthly variations, and overall the system will measure more than 100,000 OOH locations nationwide.

The upgrade is based on precise passive measurement using 'multi-sensor fusion', as well as big data from multiple sources including a large-scale travel survey, mobility data and official traffic and pedestrian counts. Resulting data will be used to develop an advanced, activity-based model to estimate travel patterns across the whole of Australia. Phase one commenced in July 2019 with a $1.3m neuroscience project study to assess audience engagement with digital and classic OOH across a variety of formats, environments and travel modes. LTS - the current quantitative metric used in MOVE - will be replaced by Visibility Adjusted Contacts (VAC); and new reporting software using a web-based interface to access audience results has also been launched.

Commenting on the update, OMA and MOVE General Manager Kylie Green (pictured) said: 'I see this not as a revolution but an evolution, which will reset and future proof the currency of the outdoor industry. The medium will no doubt be planned and traded in more sophisticated ways which will require greater granularity of audience data'.

Web sites: www.oma.org.au and www.ipsos.com .