Outdoor industry finally launches audience metric MOVE

The Australian outdoor industry’s five year project to launch a planning currency finally bore fruit today with the formal launch of MOVE – Measurement Of Outdoor Visibility and Exposure – at an event in Sydney this morning.

The initiative – a joint project by the Outdoor Media Association on behalf of the industry’s main outdoor players – has seen an investment of more than $10m.

The result is every outdoor format charted within the system which carries 1.2 terabytes of data covering around 60,000 outdoor positions across the country’s five major metro areas.

The huge operation used pre-existing government data to plot consumers’ movements from home to work or leisure destinations and understand what form of transport they use to get there. This was then plotted against data gathered via 15000 people wearing special camera-equipped glasses to understand the visibility to consumers of various out of home sites. This data is then used to generate a Likelihood To See, or LTS, score for ever outdoor advertising position.

Via the MOVE website, media buyers are then able to develop media plans covering both geography and demographics.

Launching the system in front of around 300 industry representatives today, OMA chairman Steve O’Connor said that an ambition of the new currency is to increase outdoor’s share of advertising spend from 4% to 6%. O’Connor told the audience: “It’s a world first because it covers all major formats. It’s the most sophisticated and accurate measurement system for outdoor globally.”

John Grono, the Media Federation of Australia’s representative on the project, added: ‘This is the biggest thing I’ve ever worked on. When we started we wondered how the hell we were going to do this. I have never seen anything as intellectually daunting and so difficult to build. Nobody has ever done this before in the world.”

Meanwhile Ian  Muir, who chaired the MOVE joint industry committee, suggested that the level of information is greater than for any other advertising medium. He said: “I doubt the other major media would do this. They’ve got too much to lose if they try. It will be interesting to see how they respond.”


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