Agency challenges delays in launch of outdoor measurement tool Move

A senior agency figure has questioned whether delays in the launch of the outdoor industry’s long-awaited Move measurement system might be because the figures are “being massaged”. 

According to Bruce Mundell, exchange director of Mindshare Sydney, outdoor’s share of the advertising pie has been shrinking because of delays in launching the currency.  Writing in the print edition of AdNews, he said:

“It is getting cut from communication plans because we don’t have some form of measurement to back up our recommendations.”

He added: “I remember four years ago my excitement as an out of home planner / buyer when I was told the big five – APN, Eye, Ooh Media, AdShel and JC Decaux – were investing in Move.. They announced a 2008 start date, which just happens to be 17 months ago. Why aren’t the big five investors upset about this?”

He questioned why the companies have had the data for four months without media agencies or clients being involved. He said: “Are the big five going to release this tool if the results do not paint a very good picture of the industry and their products? How can you prove your results are not tampered with when your investors have had them for four months without any comment? I would hate to think those figures are being massaged.”

His comments drew a firm response from Helen Willoughby, CEO of  the Outdoor Media Association who insisted the process was one of ironing out the teething problems that would occur in the launch of any new system as complex as Move. She told Mumbrella: “I reject any suggestion that operators are sitting on information. We’ve been briefing media agencies and through the MFA keeping them up to date. This has nothing to do with questioning inconvenient results – it is about things that do not make sense.”

She said that the review was focused on eliminating glitches where data did not make logical sense, such as showing a zero audience in a particular spot. She said: ‘We’re going through a very sensible and thorough review to do a logic check. We will then go back to the builders of the system with that.”


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