Australia's OMA Adds Geo-targeting to Outdoor Measure

In Australia, the Outdoor Media Association (OMA) has upgraded its MOVE out-of-home (OoH) audience measurement system with a number of new features, including the ability to target reports to more precise geographies.

Launched in 2010, MOVE (Measurement of Outdoor Visibility and Exposure) calculates people's 'likelihood-to-see' an outdoor ad campaign rather than counting all potential viewers who pass by. The system measures approximately 73,000 of the country's 85,000 OOH advertising faces including roadside billboards, posters, street furniture, railway stations, buses, trains, trams, shopping centres and airports in Adelaide, Brisbane, Melbourne, Perth and Sydney.

MOVE's new geo-targeting functionality has been designed to enable media owners to build out sub-areas based on geographical information, with analysis of reach and frequency based on audience geography, household income and number of people living in the home. They can also see whether each person views an ad while walking, driving, or as a passenger. New map layer options, called dot density, represent the number of contacts that will be made in a campaign, using one dot to represent 100 people. This, overlaid with the existing heat map (percentage reach) function gives users a more accurate visual of campaign reach.

OMA CEO Charmaine Moldrich (pictured) comments: 'As MOVE marks its five year anniversary, the OoH industry remains committed to investing in it to ensure advertisers and media agencies have the most comprehensive data on the reach of their campaigns. This latest update is the biggest for MOVE to date and will give media planners the chance to get insights into OoH audience demographics like never before.'

Web site: www.oma.org.au .