Australian system measures “likelihood to see”
The Australian out-of-home industry has officially launched its new audience metrics system, Move, which is claimed to be the first outdoor currency in the world covering “all major formats and environments, including roadside billboards, posters, street furniture, railway stations, transit, shopping centres and airports”.
Move will be used to measure audiences for outdoor media across the country’s five largest cities – Sydney, Melbourne, Brisbane, Perth and Adelaide – employing the same geographical borders as the country’s television audience measurement system, Oztam.
Its name standing for Measurement of Outdoor Visibility and Exposure, Move is unlike many other out-of-home metrics in that it measures “likelihood to see” rather than “opportunity to see”.
Slotting out-of-home sites into four categories – roadside billboards, other roadside, transportation, and retail/lifestyle – Move model incorporates site characteristics of 60,000 individual items of advertising inventory.
It draws on the Zenith Travel Modelling System, developed by Veitch Lister Consulting, which models where people travel and what outdoor advertising they are exposed to on their journeys.
Move also uses information sources including eye-tracking studies; Australian Bureau of Statistics census figures; government household survey data on 600,000 individuals’ trips; and surveys of 15,000 respondents covering movement within airports and shopping centres.
Simon Cooper, who developed the UK’s Postar audience measurement system for outdoor, was among those working on its development.
Out-of-home firms APN Outdoor, EYE, Adshel, JCDecaux and Ooh!media, along with the Outdoor Media Association (OMA), provided AUD10m ($8.8m) to develop the system. Australia’s government also stumped up AUD830,000 ($730,000).
Move will be free to use for agencies until the beginning of September.
oma.org.au
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