Outdoor industry launches new initiatives at Out-Front

The suite of new tools set to make Out-of-Home (OOH) advertising easier to plan, buy, and measure, took centre stage at the Outdoor Media Association’s (OMA) first-ever Out-Front webcast yesterday.

The inaugural industry showcase launched initiatives that will be available for agencies and clients from 31 January 2022. This includes an update to MOVE (Measurement of Outdoor Visibility and Exposure) which will now measure digital screens.

Included in MOVE 1.5 is a qualitative measure based on neuroscience, the Neuro Impact Factor, giving buyers insight into the impact of campaigns, weighted by audience, for both classic and digital signs. Adding to the new measurement tools is a standardisation document, which sees the industry unite on terminology, geography, screen ratios, insertion orders, as well as a shift to selling the channel using Share of Time as the common currency.

Share of Time is the percentage share of display time received out of the total display time over a defined and agreed buying period, including other advertisers’ content, programmatic and other commercial arrangements. Crucially, agencies and advertisers will now be able to use Share of Time when planning their campaigns, making it easier to buy by location and environment to meet their desired campaign objectives.

The outdoor industry also announced it is moving toward carbon neutrality in 2022. The industry will calculate the carbon output of OOH campaigns and give advertisers the chance to offset and reduce the carbon impact of their media spend.

OMA CEO, Charmaine Moldrich, said: “With more and more people back out and about as restrictions ease this summer, advertisers need to be in the right places and spaces to connect with audiences. Not only have we made it easier to buy and measure audiences, we are also providing a measure showing the impact our signs have on audiences.

“Giving advertisers the opportunity to get their messages to the nine in ten Australians our signs reach each day. What’s more, over the next year we will be working to make Outdoor more sustainable by offering advertisers the choice to offset the carbon footprint of their campaigns.”

The digital measurement metric provides reach and frequency scores for digital signs based on the average audience dwell by environment, by ad play length, and by Share of Time bought.

Moldrich added: “MOVE 1.5 will give buyers more accurate reach and frequency scores for their campaigns, as well as opening a new dimension to audience measurement by scoring the impact of their campaigns on the people who see them. Industry standardisation will only supercharge these new tools because as we make Outdoor easier to transact, we are setting the industry up for future developments in programmatic and automation.”

“Our signs reach almost every Australian in the outdoor spaces where they live, work and play. The innovations we have unveiled at our first ever Out-Front are the result of our collaboration with our members and the OFC to provide additional tools and ease of use in planning, buying, and reporting on their campaigns,” concluded Moldrich.

Avenue C MP and chair of the Outdoor Futures Council (OFC), Pia Coyle, said: “Clients and agencies always want as much data as we can possibly get our hands on. And so, while waiting for MOVE 2.0, we really wanted to be able to measure digital signs, and MOVE 1.5 does that for us. We’re excited to get into the new platform and see how audiences properly move around and what Share of Time is going to do to that audience so that we can start to understand better metrics to buy and measure digital signage. It’s a great addition.”

MediaCom, national head of investment, Nick Thomas, said: “It has been a huge amount of work and it’s taken an amazing amount of collaboration from all the partners including the OMA, our clients, and the Outdoor Futures Council .We’re not just representing the agency, we’re representing the client’s voice too, and when I think about the work we’ve done in the standardisation space, it’s a massive leap forward for the category and something we should be really proud of in the industry.”

Xaxis, Sightline & INCA, GM, Nick Brignell, commented: “As OOH evolves with the growth of programmatic DOOH, and the continued digitisation of screens, its role further down the conversion funnel finally gives us the opportunity to buy against people, not panels, and it’s great to see the wider industry moving towards this. It will improve the quality of omnichannel planning and allow agencies to spend more time designing experiences for the audience itself.

“The announcement around the standardisation is a welcome one and getting all parties on the same page will be a game changer and ultimately make OOH easier to buy, sell and measure. It will help bring digital and outdoor teams closer together and allow agencies to spend less time transacting and more time strategizing for better, more impactful campaigns.”


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