Outdoor measurement system MOVE updated as industry signals it is close to automation

Moldrich

The Outdoor Media Association has updated its audience measurement metric and signalled it could be used to help implement automated buying platforms for the industry.

Changes to the Measurement of Visibility and Exposure (MOVE) metric come as it celebrates its fifth anniversary, include better functions for geo-targeting campaigns by tracking more closely where the people who see ad facings come from, and improved mapping of campaign reach.

In response to a question from Mumbrella on whether the new system would help usher in automation for buying around outdoor sites OMA’s CEO Charmaine Moldrich said the Media Federation of Australia (MFA) had been pushing for that from the industry.