MOVE (Measurement of Outdoor Visibility and Exposure) has released an industry Impression Multiplier that provides a standard measurement methodology for OOH campaigns bought programmatically.

The first round of data includes hourly audience profiles for Roadside, Shopping Centre and Station environments. These profiles have been derived using vehicle traffic and  mobile data and each site is allocated a single profile. The profile is used to segment the MOVE 1.5 total weekly impressions to reflect the number of impressions a single ad play delivers on digital OOH.

Available to OMA Supply Side Platform (SSP) Members, the first business to integrate the data into their systems is Broadsign.

“This is a real game-changer for advertisers as well as media planners and buyers who are looking to use the real-time advantages of buying programmatically,” said OMA CEO Elizabeth McIntyre. “Coming off the back of our Attention, Reach and Impact data, the Impression Multiplier is another tool in our Toolkit to provide greater audience transparency.”

Broadsign Head of Sales Ben Allman said of the data, “We are thrilled to be able to offer this level of accurate audience measurement to our partners and clients. The programmatic OOH space is on the precipice of massive growth and this is the fuel required to propel us forward.”

In 2024 MOVE will launch its new world-first audience measurement system, providing more granular data for over 100,000 signs nationwide, including regional. The platform is being built using mobility data from one of the largest surveys ever undertaken in Australia, by MOVE and IPSOS.

Examples of hourly profiles: