Out of home audience increases 2.4 per cent

The rate of out of home advertising exposure to the public has risen 2.4 per cent in 2019 despite the population itself only increasing by 1.5 per cent, the Outdoor Media Association says.

The increase marks the ninth consecutive rise in audience rates since the Measurement of Outdoor Visibility and Exposure (MOVE) data tool was introduced.

MOVE has now released the data from its annual update which includes an update on changes to the current market models including updates to population and employment travel zone data which was drawn from the 2016 Australian Bureau of Statistics Census.

It also includes updates on “trip attractors” in each travel zone such as shopping centres, schools and airports, along with updates to the road network and transport information including public transport routes and timetables.

OMA and MOVE chief executive officer Charmaine Moldrich says the data shows out of home continues to play an important role in overall strategies for brand owners.

“This is the ninth consecutive year that Out of Home audiences have grown, now reaching 13 million people each day in the five major capital cities MOVE measures,” Moldrich said.

“Compared to a population increase of 1.5 per cent, annual audience growth of 2.4 per cent demonstrates the vital role Outdoor plays in the urban environments Australians populate each day.”

The Outdoor industry is preparing for increased urbanisation, and in 2018 announced a $10 million investment into an audience measurement metric for digital Out of Home (DOOH). Phase one of the digital measurement project commenced in June this year with a $1.3 million neuroscience study to inform the development of the new metric.

“Our members have invested heavily into a more data-driven digital network. Now that we have a very effective digital offering, the investment will focus on a new measurement metric that informs on the impact of DOOH campaigns,” Moldrich said.

The industry has also invested in building new tools to make the Out of Home channel easier to buy. In early 2020 the OMA will launch CORE (Centralised Outdoor Response Engine) the automated proposal booking system set to revolutionise the briefing and response process for buying Outdoor. The platform will be a highly innovative experience for agencies in terms of ease of use and streamlining the workflow from booking to billing.

“These industry-led initiatives signal a critical ‘stake in the ground’ moment towards meeting the changing needs of our agency and client stakeholders, while building on the industry’s sustained growth,” Moldrich said.

For more information about MOVE check out: http://moveoutdoor.com.au/know/2019-data-update

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