Some $830,000 will be given by the AusIndustry's Cooperative
Innovation program, and will be used to fund planning and development of the
Measurement of Outdoor Visibility and Exposure (MOVE) project. The remaining
money needed for the $5m project will be provided by the outdoor industry.

Due to launch in second half of next year, MOVE will enable measurement of
outdoor ad campaigns by using eye-tracking technology combined with 68,000
government household travel surveys, census data and geographic mapping tools.

Helen Willoughby, CEO of the Outdoor Media Association says: "The MOVE system
will help give greater certainty to the industry, advertisers and media buyers
on the number of people who are likely to see outdoor advertising across all
formats within the major metropolitan regions.

"Successful delivery of MOVE is pivotal to the long-term growth and
competitiveness of the $400 million outdoor advertising industry."

The project is being developed by a consortium of Australian and international
research companies with experience in modelling and media research. "The MOVE
system will make this information available through a web-based tool that will
be directly accessible to media buyers, enabling the industry to compete on a
more level playing field with other advertising media," Willoughby
added.

"And because the system will cover all outdoor media formats, it will be a
significant advance on any currently available international outdoor media
measurement tools."

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