Measurement of Outdoor Visibility and Exposure (MOVE)
Measurement of Outdoor Visibility and Exposure (MOVE) is Australia's world leading audience measurement system for Out of Home advertising developed with unanimous industry support and endorsed by the Media Federation Australia (MFA) and Independent Media Agencies Australia (IMAA).
Powered by millions of validated data points, tracking every sign and campaign nationwide, MOVE measures audience behaviour across 5 metropolitan and 21 regional areas across the year - by hour, day, week, and season across all formats.
Designed for flexibility and ease, MOVE’s automation and interactive dashboards let you 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 1.5
MOVE 1.5 is an interim measurement for digital signs until the currency switchover to MOVE.
Out of Home audiences are growing faster than the population
How does MOVE 1.5 work?
The MOVE 1.5 methodology outlines the process of how accurate audience reach and frequency measures for OOH campaigns are obtained. MOVE 1.5 uses a top-down approach to measurement that starts with a complete picture of the travel across the total market. From this MOVE 1.5 extracts the people relevant to each location. An important part of this process involves filtering for actual "eyes on the advertising space" measurements taken from eye-tracking studies.
MOVE 1.5 coverage
MOVE 1.5 provides audience measurement results for more than 80,000 OOH advertising faces within the five Primary Coverage Areas (PCA's) of Sydney, Melbourne, Adelaide, Brisbane and Perth (2021 data release). PCA's extend beyond the metropolitan boundaries of each of these cities and match the audience rating areas for television as defined by OZTAM. MOVE users can access 112 target audience demographics to measure their campaigns. The OOH faces MOVE measures fall into one of three environments; Roadside, Transport and Lifestyle/Retail. Each has its own methodology for extracting audience from a common audience base.
Likelihood to see (LTS)
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 individuals’ mode of transportation, speed, and viewing location as well as face metrics such as visual size to the audience and illumination.
Visibility index (VI)
Likelihood To See (LTS) is the result of applying Visibility Index score(s), known as the VI, to the total audience passing a face. The VI is derived from a number of measured values around the characteristics of the face, the audience mode/time of day and the location environment. More than 15 years of international and Australian eye tracking studies have been used to provide the visibility research necessary to develop the MOVE system.
The majority of this research has been undertaken by Simon Cooper and Dr Paul Barber who worked on the successful POSTAR audience measurement system for the United Kingdom's outdoor media industry. POSTAR was the first to base its audience measurement results on LTS, or Visibility Adjusted Contact (VAC) as it is known in the UK.
Cross-format planning
MOVE has been purpose built to enable media buyers and advertisers to plan their OOH campaigns using any combination of formats. Media buyers can combine published sample packages and bespoke proposals obtained from any outdoor media operator with inventory in the MOVE system. Outdoor media companies selling more than one format can also combine formats as part of their packages. MOVE has inbuilt mapping functionality to visually display the reach of a campaign against the chosen demographic and market(s).