Audience Measurement

Measuring the audiences of media is an important tool in evaluating the effective reach of advertising campaigns.

The Australian Outdoor Media Association is in the final stages of developing its first industry-wide audience measurement system, the Measurement of Outdoor Visibility and Exposure (MOVE).  

MOVE will provide media buyers and outdoor media owners with direct access to a web-based planning system that will deliver accurate measurement data across a wide range of formats, geographic locations and demographics.

It draws on a range of comprehensive databases, including population statistics from the Australian Bureau of Statistics, travel patterns from at least 68,000 annual Government Household Travel Surveys, traffic and pedestrian counts, and site inventory data for around 50,000 outdoor faces.

A world first

MOVE will be the first outdoor audience measurement system worldwide to cover each of the major outdoor media formats.

This will enable media buyers and advertisers to have fully transparent audience data for roadside, transport and retail environments, including airports.    

A new currency

MOVE will introduce a new currency to media measurement known as Likelihood-To-See (LTS). 

The LTS is an adjustment of the total audience within viewing distance of a particular outdoor face based on a number of sign characteristics (height, illumination, size, etc).  These characteristics influence a person's likelihood to see a face from among the potential total audience.  So the system only counts those who are likely to have seen the face, not everyone who passes it.

This is different from most other media measurement systems which rely on total ‘potential' audiences (Opportunity-To-See) to determine results.

Timeframe

Testing and training of the MOVE software will take place in the second half of 2008. 

Once this process is complete, the MOVE system will be launched to market and made available to media buyers and outdoor media operators. 

For more information on the MOVE project visit www.moveoutdoor.com.au