OMA Adds New Functionality to MOVE Measure

In Australia, the Outdoor Media Association (OMA) has added a new 'Plan by Format' functionality to its MOVE audience measurement system; enabling users to view and cross-analyse the reach and frequency of different out-of-home (OoH) formats.

launched in February, 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 by. The system covers all major formats and environments, including roadside billboards, posters, street furniture, railway stations, transit, shopping centres and airports.

In addition to the new functionality, MOVE now carries additional Sydney data, which OMA says reflects the city's current market conditions. Data will be updated annually, with the next full release due in April 2011 to take account of new sites, new transport infrastructure and population changes.

OMA CEO Charmaine Moldrich comments: 'MOVE provided accountability and transparency but we have gone a step further with the recent release of independent econometrics research, proving that OoH returns a high ROI as a standalone medium and as a media multiplier.'

The Association is online at www.oma.org.au .