In an increasingly fragmented media landscape, new data from world-leading audience measurement system, MOVE (Measurement of Outdoor Visibility and Exposure), reveals that Out of Home (OOH) advertising reaches 97% of Australians aged 14+ each week.
Elizabeth McIntyre, OMA CEO told us “As traditional media continues to fragment, OOH’s connection with Australians is getting stronger. With expanded regional coverage and enhanced measurement tools, coupled with the ability to see audience movement hour-by-hour, across every day of the year, advertisers can now plan and optimise OOH campaigns with an accuracy and depth never seen before. Out of Home is not just maintaining relevance, it’s growing, evolving, and proving its strength in today’s complex media environment.”
The new audience study was unveiled at this year’s OMA Conference. The latest MOVE results show OOH connects with over 22 million people weekly, who make 95 million trips across metropolitan and regional areas every day.
This major shift in audience movement reveals how Australians consume media, reinforcing OOH’s growing relevance and impact.
The latest evolution of MOVE introduces several new features, further enhancing the sophistication and accountability of OOH audience measurement:
- Inclusion of 21 regional areas, providing national coverage across metro and regional Australia.
- Seasonality and hour-by-hour insights, offering advertisers a dynamic view of audience movement across 365 days a year.
- Measurement across all OOH formats, giving brands a granular picture of how and when Australians engage with Out of Home.
Designed for flexibility and ease, MOVE’s automation and interactive dashboards let media owner and agencies build schedules, upload media plans via API, share proposals, and generate reports faster than ever. Filter by demos, geography, or campaign goals, dynamically and effortlessly.
MOVE’s updated capabilities paint a broader and more detailed picture of Australian audiences, encouraging media agencies and advertisers to rethink how they plan and buy across the OOH landscape.
MOVE is Australia’s premier quantitative audience measurement currency for OOH media, covering major OOH environments including roadside, airports, railway/bus stations, buses/trains/trams and shopping centres.
MOVE simplifies the planning and buying of OOH by producing audience measurement results for any combination of formats or tailored packages. As well as providing results numerically, an inbuilt mapping functionality visually displays the reach of a campaign against the chosen demographic and market(s).
MOVE enhances the standard measurement of target audiences, Opportunity To See (OTS), by reporting the active audiences through Likelihood To See (LTS). LTS is a quantitative measure that enables MOVE to account for the traditional passive audience interaction.
LTS accounts for a number of visibility factors; values assigned to either the advertising face itself or the person passing the face within different audience environments. Visibility factors include the individual’s mode of transportation, speed and viewing location, as well as face metrics such as visual size to the audience and illumination.
Note that LTS is neither a qualitative measure of the sign nor the audience dwell.
MOVE is endorsed by the Media Federation of Australia (MFA) and the Australian Association of National Advertisers (AANA).
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