New Australian OOH Measurement System is Finally Live

Australia's new Move out-of-home audience measurement tool is live, more than six years after plans were first announced by the Outdoor Media Association (OMA).

From next Monday, March 16th, Move becomes the country's official out-of-home standard for campaign reporting, buying and planning. OMA members and media agency Move licence holders are able from this week to book campaigns using its data, which covers more than 180,000 outdoor advertising sites. As set out in a conference in Sydney ten months ago, this iteration of Move - originally known as Move 2.0 - uses a 'synthetic audience' of 2.2 million to estimate and predict the visibility and engagement of OOH advertising sites. The system builds on an original 2022 mobility study involving around 5,000 people, who carried trackers over fourteen days, and measures hourly outdoor audience data across all of Australia, including 5 major metropolitan and 21 regional areas, with more than 1,300 indoor locations also in the mix. The body says its models 'have undergone 491 acceptance tests and criteria to ensure demographics, geographical variance, trip purpose, temporal profiles, and more match observed [real world] data.'

Quoted on www.mumbrella.com.au , OMA Chief Executive Elizabeth McIntyre (pictured) said the new system 'positions Australia as the leader in out-of-home measurement, not just in scale, but in collaboration and technical achievement.' Its three shareholders are the biggest out-of-home companies in the country, QMS, Ooh Media and JCDecaux.

Move uses four different measurement approaches:

• for large indoor locations such as airports, shopping centres and train stations, each environment has its own movement capturing viewable audiences using the Realistic Opportunity to See (ROTS) measure.
• Place based locations include small indoor environments such as cafes, cinemas, gyms, medical centres and venues.
• Roadside locations are high-impact billboards, bus shelters, and pedestrian signage including malls, and
• Transit incorporates internal and external advertising signs on public and private transport vehicles such as buses, ferries, trains, light rail, trams, taxis, ride share and delivery bags.

Key metrics include Viewable Audiences; Filtered Attention (visibility adjusted); and Impact, for which 'Neuro Impact Factor' measures the impact of content on the audience.

Media owners and agencies not yet registered for Move must do so before Monday 16th.

Web sites: www.oma.org.au and www.moveoutdoor.com.au .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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