Audience Measurement

The Outdoor Media Association (OMA) is developing its first industry-wide measurement system, known as Measurement of Outdoor Visibility and Exposure, or MOVE.

The system is on schedule for launch in the second half of 2008 and is one of the most important initiatives being undertaken by the industry. 

MOVE will provide outdoor media operators and media buyers with an innovative, web-based tool for determining the reach and frequency of advertising campaigns, allowing the industry to more effectively compete with other media.

The ability to provide accurate audience measurement data is pivotal to the long-term growth of the outdoor sector as advertisers increasingly need to demonstrate the return on their investment.

A World First

MOVE will be the first outdoor measurement system globally to provide results on the visibility of, and variability among each of the different outdoor formats and environments.  This includes outdoor advertising on roadside and transport, within shopping centres and airports, and in pedestrian malls.

The system will produce a more accurate level of measurement data by "visibly adjusting" the viewing audience to determine their "likelihood to see" an outdoor advertisement.  The weighted score will be applied to more than 50,000 outdoor ‘faces' and be known as the Visibility Adjusted Contact (VAC).  It will be influenced by factors such as the size of the advertising, its lighting and the level of obstruction caused by other structures.

Australian Made

The OMA has contracted VIEW Measurement, a wholly Australian owned company, to deliver the MOVE system.  The main partner in VIEW is Veitch Lister Consulting, a successful Brisbane-based transport and travel modeling consultancy with experience in outdoor measurement. 

VIEW will access international software, owned by the Spanish outdoor measurement company Cuende Infometrics, to help build the system.  Other suppliers include Access Testing, a leading Sydney-based eye tracking consultancy, and Taylor Nelson Sofres, a global research firm.