Australian metric aims for truer audience measurement
Australia’s Outdoor Media Association is close to launching an audience-metrics service for out-of-home advertising which, like the guidelines recently introduced by the Out-of-Home Video Advertising Bureau in the U.S., goes beyond the long-standing “opportunity to see” currency in an effort to establish how many consumers are in fact exposed to an ad.
The MOVE system – standing for Measurement of Outdoor Visibility and Exposure – will cover both outdoor and indoor out-of-home advertising, including airport and retail locations such as the TorchMedia digital mall installation pictured.
At its heart is a new metric termed Likelihood-to-See, or LTS.
Says the Association: “The LTS is an adjustment of the total audience within viewing distance of a particular outdoor face based on a number of sign characteristics (height, illumination, size, etc.). These characteristics influence a person’s likelihood to see a face from among the potential total audience. So the system only counts those who are likely to have seen the face, not everyone who passes it.”
The AUD5m ($3.5m) project draws on figures from the Australian Bureau of Statistics and Government Household Travel Surveys, as well as data from media owners.
A Web-based planning tool providing access to MOVE audience figures is currently being tested, according to the Association.
oma.org.au
www.torchmedia.com.au
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