Ipsos appointed to overhaul OMA’s audience measurement system

Global media measurement company Ipsos has been appointed by the Outdoor Media Association (OMA) to upgrade its MOVE (Measurement of Outdoor Visibility and Exposure) audience measurement system.

The overhaul will see Ipsos perform updates to boost the capability of the system and begin to measure digital out of home (DOOH) signage, as part of a $10 million investment by the board of MOVE first launched in 2019.

The new upgraded system is set to cover all formats and environments, measuring more than 100,000 out of home locations nationwide, including regional locations.

The first phase of the investment into the MOVE metric took place in July of 2019 with a $1.3 million Neuroscience Project Study (NPS) to assess audience engagement with digital and classic OOH across a variety of formats, environments, and travel modes.

Now MOVE will be able to provide the OMA with seasonal and monthly variations, with qualitative measurement assigning an impact value for classic and digital OOH to determine campaign effectiveness.

The current quantitative metric used in MOVE, Likelihood To See (OTS), will be replaced by Visibility Adjusted Contacts (VAC). There will also be new reporting software using a web-based interface to access audience results.

The project is estimated to take two years to build and test, with OMA looking towards a 2023 launch.

Former Macquarie Radio Network CEO Adam Lang has been appointed to chair the development group, that will oversee the day-to-day development of the new system.

Meanwhile, ex-Media Edge CEO Michael Porter will chair the project advisory group, which is set to provide feedback to the OMA Board and stakeholders on scope, outcomes, and project progress.

OMA explained that the new system combines precise passive measurement utilising its multi-sensor function, with data coming from multiple sources ranging from a large-scale travel survey, mobility data and official traffic and pedestrian counts.

OMA and MOVE general manager Kylie Green said the changes will future proof the currency of the outdoor industry.

“Over the last few years, Out of Home’s digital transformation has seen the channel’s remit expand to include localised and contextually relevant messaging that can be delivered en masse and at scale.

“While the dominance of Digital Out of Home is an innovation, updating our audience measurement system goes hand in hand with our channel’s transformation. Providing transparent and tangible proof is imperative for us to prove the channel’s efficacy to our clients.”

“I see this not as a revolution but an evolution, which will reset and future proof the currency of the outdoor industry, as the medium will no doubt be planned and traded in more sophisticated ways which will require greater granularity of audience data.”

The data will be used to develop an advanced activity-based model that will estimate the travel patterns across the whole of Australia, as well as to provide accurate travel behaviour with seasonal variation and audience averages.


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