The MOVE (measurement of outdoor, visibility and exposure) audience measurement system was unveiled this week after months of build-up.
It is a world-first system that offers “a fully transparent and accountable” measurement of spend on outdoor campaigns, which sector specialists believe will increase the channel’s prospects.
It was developed thanks to $10m of equity plus resources from the five major outdoor media companies: Eye, APN Outdoor, JCDecaux, Adshel and Ooh Media.
Eye turned to Omnigraphics to help toast the launch with a one-day campaign at Australia’s largest outdoor site, the Glebe Island Silos billboard (pictured).
Omnigraphics produced the 170×6.1m billboard on flexface vinyl on one of its HP grand-format XL 1500 printers.
Nathan Sable, director at Omnigraphics, told ProPrint: “This site has special finishing requirements, including keder edging and zippers to join the 10 separate panels that make up the entire skin.”
The company rose to the challenge of erecting and dismantling the billboard in a single day.”
“With the site being so large and exposed, it requires 12 men to install the skin as quickly as possible before the wind becomes too strong. It can take up to five hours to complete the installation,” said Sable.
He also said MOVE would help everyone in the outdoor sector. “This will undoubtedly lead to greater reliance upon outdoor as a core medium in clients advertising budgets and an increase in the outdoor market share.
“It should therefore benefit the out of home industry with knock-on effects down the supply chain,” he added.
Leonie Collins, Eye’s general manager, marketing, told ProPrint that MOVE marked “a big change to how out-of-home will be talked about in future”.
“Our whole industry, including Eye, now has an industry currency the whole out-of-home sector can trade on. We can measure reach and frequency against other media.”
Collins explained that MOVE was the only media system that measured ‘likelihood to see’.
“Other media such as TV, newspapers and radio measure ‘opportunity to see’,” she added. “MOVE is one of the most sophisticated measurement systems in the world.”
Will the MOVE initiative be an effective way to promote the power fo print? Leave your comments below.
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