Australia's OOH Org Spells Out Plans for New System

Australia's Outdoor Media Association (OMA) has announced more details of its long-awaited MOVE2 measurement system, which will use a 'synthetic audience' of 2.2 million to estimate and predict the visibility and engagement of OOH advertising sites.

Speaking at the OMA's Sydney Conference last weekend and as reported on www.mumbrella.com.au , CEO Elizabeth McIntyre said the new system, built in association with Ipsos and first announced in 2021, has been 'a complex undertaking' - launch will be around two years late, judging by the most recent timeline shown on the OMA site. The system will reportedly be operational for planning next year, but users will have to wait further to trade on it.

The new MOVE will forecast audience for more than 180,000 outdoor ad sites across the country, and is based on an original 2022 mobility study involving around 5,000 people, who carried trackers over fourteen days, generating around 280,000 trips. Trackers contained barometers and gyroscopes as well as GPS, allowing the system to predict behaviour and engagement within retail and mall sites. This study has been used as the foundation of the huge 'synthetic population', whose virtual movements are 'calibrated and corrected against independent data sources', according to Mumbrella.

The new system scores over the existing Move 1.5 with more regional areas (21); the addition of seasonal and time-of-day data; a total of 57 purposes defined for people's trips (previously six); more than one million points of interest and 8,500 individually measured locations; and hourly attribution over the 180,000+ sites rather than a weekly average. It also adds interstate and international visitors to the mix.

Web site: www.oma.org.au .