Out of Home (OOH) is seen by 93 per cent of Australians living in and around the capital cities each and every day.
OOH audiences continue to grow faster than the population, because of increased urbanisation and the channel’s presence in our public spaces where people live, work, and socialise. OOH advertising can now reach 13.2 million Australians each day, making 58 million trips on a daily basis across Adelaide, Brisbane, Melbourne, Perth and Sydney.
Measurement of Outdoor Visibility and Exposure (MOVE)
Measurement of Outdoor Visibility and Exposure (MOVE) is Australia’s premier quantitative audience measurement currency for Out of Home media, covering major OOH environments including roadside, airports, rail/bus stations, public transport vehicles (including buses, trains, trams and light rail) 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 is the only OOH measurement tool to be endorsed by the Media Federation of Australia and the Australian Association of National Advertisers.
Since MOVE was launched in 2010, the world has continued to evolve at pace and Out of Home advertising is growing even faster. New sources of inventory in metropolitan and regional territories, in new buildings and locations, are expanding the channel’s unique ability to execute localised and contextually relevant messaging en masse and at scale. As a result, in order to account for a measurement of digital, regional and place based audiences and to fill the gaps of the current MOVE, we are currently building MOVE 2.0. MOVE 2.0 will provide a greater detail of measurement of monthly and seasonal variations, as well as hourly movements, using a range of data sources and validation of each to measure Australian audiences. MOVE 2.0 is currently expected to launch in 2023. Find out more at the MOVE website and for updates on the progress of building MOVE 2.0, please refer to the newsletter.
On 31 January 2022, we will launch MOVE 1.5 as an interim measure for digital signs until we complete the building of MOVE 2.0. MOVE 1.5 will deliver reach and frequency for digital signs, as well as measure impact.
Out of Home audiences are growing faster than the population
How does MOVE work?
The MOVE methodology outlines the process of how accurate audience reach and frequency measures for OOH campaigns are obtained. MOVE uses a top-down approach to measurement that starts with a complete picture of the travel across the total market. From this MOVE 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.
Find out more about the MOVE methodology.
MOVE provides audience measurement results for more than 78,700 OOH advertising faces within the five Primary Coverage Areas (PCA's) of Sydney, Melbourne, Adelaide, Brisbane and Perth (2020 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.
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).
2021 data update
This year’s MOVE data update marks 11 years since we launched the world-class audience measurement system and defined the Outdoor industry’s currency.
In just over two years’ time we will launch MOVE 2.0 and reset the industry’s currency for the digital age. In the interim, we will launch MOVE 1.5 on 31 January 2022 to deliver reach and frequency for digital signs, as well as measure impact.
Updating our audience measurement system is why this will be the last data update for MOVE. The final update tells us that audience growth remained consistent with 2020, the population increasing by 0.7 per cent. This is reflective of the average typical week, irrespective of audience variations such as those we have witnessed during the COVID-19 global pandemic. For additional information regarding this update you can refer to the Fact Sheet.