OMA backs new audience measurement system for OOH industry

The Outdoor Media Association (OMA) has announced increased support for its MOVE platform to provide accurate audience measurement for Out of Home (OOH).

The MOVE platform was launched in 2010, simplifying the planning and buying of OOH by producing audience measurement results for any combination of OOH signs or tailored packages.

The MOVE Board has now invested $1.3 million in a Neuroscience Project Study (NPS), in what it says is “the largest investment of this kind in Australia”.

The NPS, undertaken by Neuro-Insight, will investigate how people see advertising signs in the outdoor space and how that influences ‘ad recall’ and subsequently, people’s purchasing decision.

Additionally, OMA mentioned that the industry has committed up to $10 million to rejuvenate MOVE to more accurately measure audiences for digital signs.

“As our digital signs now represent almost 56 per cent of OOH revenue, we must update and future proof our current audience measurement system,” OMA CEO Charmaine Moldrich said.

“To this end we will invest up to $10 million in the next two years, to build a new metric for digital measurement that will provide greater transparency around the value of OOH.” 

A tender to build the system was advertised to a selected list of proponents and the successful tenderer will be announced later this year.

“A major study like this [OMA Neuroscience Project Study] will provide undeniable proof about how both traditional and digital signs impact on audiences,” Neuro-Insight Asia-Pacific CEO Peter Pynta said.

“Neuroscience is particularly suited to give us answers, tapping into the subconscious and capturing audience response to stimulus during the window of exposure.”

In the report, OMA also revealed that for the ninth consecutive year since the launch of MOVE, OOH audiences have increased to reach 13 million people every day, taking 57 million trips across the five major markets.

MOVE’s data update showed that OOH audiences increased 2.4 per cent compared to population growth of 1.5 per cent.

“This marks the ninth consecutive year that OOH audiences have increased, amounting to cumulative growth of 29 per cent, exceeding population growth of 18.8 per cent,” OMA and MOVE chairman Charles Parry-Okeden said.

“As the urbanisation of our cities continues and populations grow, the capability of our digital signs to deliver contextually relevant messages with impact is supercharged.”

However, he also added that physical distancing, self-isolation and travel restrictions have put the OOH sector at the forefront of disruption within the media industry.

“The devastating impact on our members’ businesses will play out in the months to come,” he said.

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