MOVE pours $1.3m into neuroscience study to develop new digital OOH metrics

The Measurement of Outdoor Visibility and Exposure (MOVE) board has announced a $1.3m investment into a Neuroscience Project Study (NPS) as part of the development of a new digital OOH measurement metric.

In 2018 the board committed up to $10m to create a more accurate measure for digital OOH audiences.

Following a successful pilot last year, MOVE has partnered with research firm Neuro-Insight to conduct an NPS, assessing audience engagement among digital and traditional OOH across formats, environments and travel modes.


Outdoor Media Association (OMA) and MOVE CEO, Charmaine Moldrich said: “As our industry embraces and invests in DOOH opportunities we are dedicated to developing a new metric to assist in measuring the results and benefits of these innovations for advertisers.”

Peter Pynta, director of Neuro-Insight, said the next phase of the project was exciting and would provide undeniable proof about the success of the medium.

“Having completed the pilot study for MOVE, I am excited about this next phase. We have been working globally for many years across the various media channels investigating the role of long-term memory encoding and emotional intensity in driving advertising effectiveness,” said Pynta.

“A major study like this will provide undeniable proof about how both traditional and digital signs impact on audiences. Neuroscience is particularly suited to give us answers, tapping into the subconscious and capturing audience response to stimulus during the window of exposure.”

MOVE rejuvenated OOH audience measurement in Australia in 2010, in partnership with the Media Federation of Australia and the Australian Association of National Advertisers. The ‘Likelihood To See’ viewability measure was introduced which assessed the actual audience rather than the potential audience.

“Over the last few years the industry has spent hundreds of millions of dollars building a modern, dynamic channel, with scale to reach Australians en masse. Out-of-home audiences have increased, growing 2.2% in 2018 and now reaching 12.7m Australians each day. We are well positioned to expand this story to include the increased impact and engagement of DOOH,” Moldrich said.

The $1.3m neuroscience project is part of suite of innovations that the OOH industry will roll out over the coming year.


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