Named Measurement of Outdoor Visibility and Exposure (MOVE), the system was developed using eye-tracking research conducted to determine the various factors that influence the likelihood of a person seeing an outdoor ad.

The launch of an audience research system by the British outdoor media ad industry in 1997 lifted its share of total media spending from four per cent to 10 per cent over 10 years.

The AFR also says that the outdoor sectors share of media ad spending in Australia was 3.8 per cent last year, and a recent report released by Pricewaterhouse Coopers predicted it would remain unchanged this year and inch up to 3.9 per cent in 2009.

Richard Herring outdoor chief executive for media company APN told the AFR while the new system would generate growth, it wouldn’t double the industry’s revenue.

Herring says, “If it lifted revenue 10 per cent or so in the first year, that would be fantastic. Two years on, we’d like to see the industry growing at about 15 per cent, driven in part by the new system.”

As previously reported by i-grafix, the outdoor media industry has posted solid growth in recent years, jumping 12.3 per cent to $427.7m in 2007 and 11 per cent to $217.4m in the June 2008 half.

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