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OMA’s $10m audience measurement system upgrade

The Outdoor Media Association’s new MOVE system upgrade will measure more than 100,000 Out of Home locations nationwide and “accelerate the industry’s transition to digital.”

 

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The Outdoor Media Association (OMA) has appointed global media measurement expert Ipsos to update its audience measurement system MOVE (Measurement of Outdoor Visibility and Exposure). 

The upgraded system will measure more than 100,000 outdoor locations, delivering a national measured model that covers all formats and environments, including regional locations, with the capability to report on seasonal and monthly variations. 

“Over the last few years, Out of Home’s digital transformation has seen the channel’s remit expand to include localised and contextually relevant messaging that can be delivered en masse and at scale,” said OMA and MOVE general manager Kylie Green. “While the dominance of Digital Out of Home is an innovation, updating our audience measurement system goes hand in hand with our channel’s transformation. Providing transparent and tangible proof is imperative for us to prove the channel’s efficacy to our clients. 

“I see this not as a revolution but an evolution, which will reset and future proof the currency of the Outdoor industry, as the medium will no doubt be planned and traded in more sophisticated ways which will require greater granularity of audience data.”

This new system is based on two major innovations: precise passive measurement that utilises multi-sensor fusion, as well as big data coming from multiple sources ranging from a large-scale travel survey, mobility data and official traffic and pedestrian counts. This provides "an unprecedented opportunity for a step change in audience measurement capabilities."

The upgrade is part of the $10 million investment by the Board of MOVE into updating the MOVE metric. Phase one started in 2019 with a $1.3 million Neuroscience Project Study to assess audience engagement with digital and classic OOH across a variety of formats, environments, and travel modes. This qualitative measure will assign an impact value for both classic and digital OOH, showing the effective impact of a campaign. The current quantitative metric used in MOVE, Likelihood To See (OTS), will be replaced by Visibility Adjusted Contacts (VAC).

Also included in the update is new reporting software using a web-based interface to access audience results. 

Simon Wake CEO Ipsos Australia and New Zealand said: “Ipsos is proud to be partnering with the Outdoor media sector in Australia to leverage our world-class IP to deliver sophisticated measurement services to the Australian market to help accelerate the industry’s transition to digital.”

It will take an estimated two years to build and test the new system, with a launch proposed for 2023.