MOVE to launch in February 2010
The outdoor media industry's new audience measurement system, MOVE (Measurement of Outdoor Visibility and Exposure), will be launched nationally in February 2010, commencing with a Sydney event on 23 February.
MOVE will be the world's first audience measurement system for Out-of-Home media to cover all the major formats and audience environments. Once launched, it will be the only Australian outdoor media measurement system endorsed by the Outdoor Media Association (OMA), the Media Federation of Australia (MFA) and the Australian Association of National Advertisers (AANA).
The system will introduce a new currency to Australian media - Likelihood To See (LTS) - which would significantly increase the accountability and transparency of all outdoor media formats.
LTS involves the discounting of audiences so that only those people who in all probability are likely to see an advertisement or media campaign are included in the results.
MOVE will provide media buyers direct access to a web-based planning tool which will produce reach and frequency results for outdoor advertising campaigns based entirely on LTS contacts.
MOVE has been developed at a cost of $5million by a consortium of Australian and international research companies headed by the Brisbane-based transport and travel modellers, Veitch Lister Consulting (VLC). Funding was provided by outdoor media operators and through the support of a Federal Government Industry Co-operative Innovation Program (ICIP) grant of $830,000.
The original timeframe was extended to accommodate the involvement of Simon Cooper, the architect of the UK's successful POSTAR outdoor audience measurement system, and to address identified issues following a thorough review of the Sydney data which was released to operators in April this year.
For more MOVE information: