Outdoor industry postpones launch of new currency MOVE until next February

Australia’s outdoor industry has postponed the beginning of its long awaited audience measurement system MOVE until next year – and set a date of February 23 for the launch.  

MOVE stands for Measurement of Outdoor Visibility and Exposure. The project – mainly funded by APN Outdoor, EYE, Adshel, JCDecaux and oOh!media – will cost around $5m. Other inventory covered will include TorchMedia, GOA Billboards, Bishopp Outdoor Advertising, Metrospace Outdoor Advertising, Savage Outdoor Advertising, Outdoor Systems, independent outdoor media (iOM) and Bailey Outdoor Advertising.

The decision on timing for the launch, which had been originally expected earlier this year,  divided the leaders of the Outdoor Media Association, with some members wanting to launch the Sydney data immediately.

However, with the audience data for Melbourne, Brisbane, Adelaide and Perth not likely to be ready until January, the board decided to postpone. MOVE Chairman Steve O’Connor, CEO of JC Decaux, said: ““There was robust debate by the members of the MOVE Board as to whether or not to release the system this year with Sydney data only, and then roll out the other markets as they became available,” O’Connor said: “In the end, the Board resolved that it was in the industry’s best interests to launch all markets and all formats at the same time.”

There will be a launch event in Sydney on February 23

The project has been led by a technical committee headed by former OzTam CEO Ian Muir and including MFA representative John Grono. Muir said: “With this system we have 60,000 individual faces carrying unique characteristics that impact the target audiences in different ways depending on variables such as the time of day, the speed of the traffic, and their exact geographic location. In addition, the building of MOVE has required the integration of four different processing applications which were necessary to combine the enormous amount of data involved.”

MOVE CEO Helen Willoughby said that another reason for the delay was the last minute arrival on the project of Simon Cooper, the man behind the implementation of POSTAR, a similar scheme in the UK.

A key metric measured by the system will be LTS –  Likelihood To See.

According to MOVE, its data sources include:

  • Site characteristics of 60,000 faces across the four categories of Roadside – billboards; Roadside – other; Transport and Retail/Lifestyle.
  • Australian Bureau of Statistics Census population statistics.
  • Travel information of 600,000 individual person trips sourced from 68,000 Government Household Travel Surveys.
  • Land use information of each market – schools, shopping centres, workplaces, etc.
  • Survey results of 15,000 respondents used to determine movement within airports and shopping centres, as well as trip variability over time.
  • Eye tracking studies.

The delayed project has already drawn some industry criticism. In June, Mindshare’s Bruce Mundell suggested the outdoor industry was sitting on the data, a claim the OMA denied.


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