MOVE Gives MORE – 2.2% #OOH Audience Increase in 2018
MOVE (Measurement of Outdoor Visibility and Exposure) has released the results of its 2018 annual data update, showing that for the eighth consecutive year Australian Out of Home audiences have increased, growing 2.2% in 2018 and now reaching 12.7 million Australians each day.
As part of the audience increase, the 2018 data update also includes:
- Improved transit methodology to more accurately reflect OOH audience data
- Expanded measurement for double decker buses
- Updated Australian Bureau of Statics data
Charmaine Moldrich, CEO, OMA and MOVE told us “MOVE provides accurate audience data so that clients can get the best results from investing in our fast-growing media channel. We built this new functionality because we wanted brands and regulators to have greater transparencies to the campaigns run on OOH and guarantee that brand safety was something we deliver on. Because of the nature of its visibility, ubiquity, and reach, it’s important we do all we can for our clients to ensure that OOH advertising keeps brands safe”.
In 2010 when MOVE was launched, it was the first OOH audience measurement system to introduce the Likelihood To See, or LTS, viewability measure. This measure assesses the total audience rather than potential audience, ensuring OOH campaigns can be bought with greater assurance that the advertiser’s message is hitting the mark.
Nine years on and MOVE continues to innovate. In October 2018, it launched its School Mapping Tool that ensures all OMA member signs comply with the OMA’s Placement Policy. This policy for example, prohibits OMA members from advertising products that are illegal for sale to minors within a 150-metre sightline of a primary or secondary school.
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