The Association outlines that MOVE introduces a new and more accurate audience measurement currency – Likelihood To See (LTS) – meaning only those people who in all probability will see an outdoor advertising face will be included in the results. The OMA adds that most other media base their results on all people who have the ‘opportunity’ to see regardless of whether they actually do or not.

The five major outdoor media companies, APN Outdoor, EYE, Adshel, JCDecaux and oOh!media, along with the Outdoor Media Association (OMA), provided $10m equity and resources to develop the system over three years.

Steve O’Connor, MOVE chairman says the system would greatly simplify the task of planning and buying outdoor media.

He says, “The outdoor media industry has taken a giant leap forward by delivering upon its promise to provide a fully transparent and accountable audience measurement tool that will be directly available to media agencies, advertisers and OMA members.”

O’Connor adds, “Users of the system will need to enter access agreements with MOVE which will be provided free-of-charge to media agencies until September 1, 2010 after which a payment system will be introduced to cover new outdoor media contracts.”

Key features of the MOVE system include:

• Outdoor media inventory measured across the five markets of Sydney, Melbourne, Brisbane, Adelaide and Perth.

• A cross-format planning tool that will produce audience measurement results for any combination of formats and/or markets against more than 110 demographics.

• A data base comprising:

– Site characteristics of 60,000 advertising faces across the four categories of Roadside – billboards; Roadside – other; Transport and Retail/Lifestyle

– Australian Bureau of Statistics Census population statistics

– Travel information of 600,000 individual person trips sourced from 68,000 Government Household Travel Surveys

– Land use information of each market – schools, shopping centres, workplaces

– Road, public transport and pedestrian networks of each of the five markets

– Survey results of 15,000 respondents used to determine movement within airports and shopping centres, as well as trip variability over time

– Eye tracking studies covering 15 years global research

• Mapping technology to clearly show geographic distribution of outdoor media campaigns

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