Val Morgan Outdoor (VMO) is the latest Out of Home company to join the Australian Outdoor Media Association (OMA) and MOVE (Measurement of Outdoor Visibility and Exposure).
Paul Butler, Managing Director, VMO told us “Joining the OMA has been a long-term ambition for VMO and our commitment to trust and transparency for our clients. We are thrilled to be joining at such a pivotal time for the industry. MOVE 2.0 is on track to become a world leading measurement tool for Outdoor. In delivering an industry currency that measures all OOH formats across metro and regional markets, buyers will be able to properly evaluate the enormous audiences that the medium delivers, unlocking the sector’s true potential”.
The industry is currently upgrading the MOVE system to measure the impact of digital signs as well as all OOH formats across the nation including regional signs, and it will also have the capability to report seasonal and monthly audience variations. The new system is being developed by Ipsos and the test and learn stage is underway.
Charmaine Moldrich, CEO, OMA said “VMO joining the OMA and MOVE confirms my belief that we are seeing a renaissance in membership to the association. In the last month the OMA has added six new members, and this renewed interest in joining the industry body is, I believe, driven by our commitment to enhancing the capabilities and transparency of MOVE, the industry’s audience measurement currency. But the real winners of the industry coming together at this crucial time will be advertisers and media agencies, who will gain immense value in having all OOH providers measured on the one platform. And I’ve no doubt that VMO will provide the association with critical insight and guidance as we continue to future-proof our systems. VMO joining as members of the OMA and MOVE takes us closer to representing 100 per cent of the OOH industry and is further proof of the value we offer our members”.
Recent additions to the OMA membership include AdFlow, AOSCo, Shopper Media, Think Outdoor, and Total Outdoor Media (TOM).
The OMA has three categories of membership; Media Display members, Non-Media Display members, and Asset Owner members.