Outdoor industry moves towards carbon neutrality

The outdoor industry will soon move towards carbon neutrality in 2022, with the Outdoor Media Association (OMA) announcing, in its first OUT-FRONT webcast, that it will calculate the carbon output of out of home (OOH) campaigns and give advertisers the chance to offset and reduce the carbon impact of their media spend.

“With more and more people back out and about as restrictions ease this summer, advertisers need to be in the right places and spaces to connect with audiences,” OMA CEO Charmaine Moldrich said.

“Not only have we made it easier to buy and measure audiences, we are also providing a measure showing the impact our signs have on audiences. Giving advertisers the opportunity to get their messages to the nine in 10 Australians our signs reach each day.

“What’s more, over the next year we will be working to make Outdoor more sustainable by offering advertisers the choice to offset the carbon footprint of their campaigns.”

OMA will also be releasing a suite of new tools set to make OOH advertising easier to plan, buy, and measure. The new digital measurement metric provides reach and frequency scores for digital signs based on the average audience dwell by environment, by ad play length, and by Share of Time bought.

The initiatives will be available for agencies and clients from 31 January 2022. This includes an update to MOVE (Measurement of Outdoor Visibility and Exposure) which will now measure digital screens.

Included in MOVE 1.5 is a new qualitative measure based on neuroscience, the Neuro Impact Factor, giving buyers an insight into the impact of their campaigns, weighted by audience, for both classic and digital signs.

Adding to the new measurement tools is a standardisation document, which sees the industry unite on terminology, geography, screen ratios, insertion orders, as well as a shift to selling the channel using Share of Time as the common currency.

“Clients and agencies always want as much data as we can possibly get our hands on. And so, while waiting for MOVE 2.0, we really wanted to be able to measure digital signs, and MOVE 1.5 does that for us,” Outdoor Futures Council (OFC) Avenue C managing partner and chair Pia Coyle said.

“We’re excited to get into the new platform and see how audiences properly move around and what Share of Time is going to do to that audience so that we can start to understand better metrics to buy and measure digital signage.”

MediaCom national head of investment Nick Thomas said, “It has been a huge amount of work and it’s taken an amazing amount of collaboration from all the partners including the OMA, our clients, and the Outdoor Futures Council.

“We’re not just representing the agency, we’re representing the client’s voice too, and when I think about the work we’ve done in the standardisation space, it’s a massive leap forward for the category and something we should be really proud of in the industry.”

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