Australian OOH Body Turns to Neuroscience for Proof

In Australia, the Board of out-of-home measurement system MOVE is to invest $1.3m into a neuroscience study as part of the development of a new digital OOH measurement metric.

MOVE (Measurement of Outdoor Visibility and Exposure) was launched in 2010 by the Outdoor Media Association (OMA), to calculate people's 'likelihood-to-see' an outdoor ad campaign rather than counting all potential viewers who pass by. Last year the body said it would spend up to $10m to create a more accurate measure for digital OOH audiences, and then launched a pilot exercise. It has now partnered with research firm Neuro-Insight to conduct the new study, assessing audience engagement among digital and traditional OOH across formats, environments and travel modes reports www.mumbrella.com.au .

OMA and MOVE CEO Charmaine Moldrich (pictured) says of the announcement: 'As our industry embraces and invests in DOOH opportunities we are dedicated to developing a new metric to assist in measuring the results and benefits of these innovations for advertisers'. Neuro-Insight Director Peter Pynta says the next phase of the project will provide undeniable proof about the success of the medium, adding, 'Neuroscience is particularly suited to give us answers, tapping into the subconscious and capturing audience response to stimulus during the window of exposure'.

The project is part of a suite of innovations the OOH industry will roll out in the coming year, and Moldrich comments: 'Over the last few years the industry has spent hundreds of millions of dollars building a modern, dynamic channel, with scale to reach Australians en masse. Out-of-home audiences have increased, growing 2.2% in 2018 and now reaching 12.7m Australians each day. We are well positioned to expand this story to include the increased impact and engagement of DOOH'.

Web site: www.oma.org.au .