emma To Integrate MOVE Out-Of-Home Audience Measurement Data From 2016

emma To Integrate MOVE Out-Of-Home Audience Measurement Data From 2016
SHARE
THIS



emma (Enhanced Media Metrics Australia) and the Outdoor Media Association (OMA) have announced that Out-of-Home currency measures from MOVE (Measurement of Outdoor Visibility and Exposure) will be integrated into emma by early 2016, in an amalgamation of consumer metrics set to change the way media agencies plan OOH campaigns.

Independent research company Ipsos, which developed emma, was selected as the preferred partner of the OMA following a competitive tender process involving three other research companies. The project will be the first data driven initiative for the outdoor industry in 2016, following the OMA’s announcement in mid-2015 for the development of an Automated Transaction Platform (ATP).

Fusing the two metric systems will enable emma subscribers to cross-tabulate all of emma’s media, demographic, attitudinal, lifestyle and product consumption variables against the formats measured by MOVE, giving media planners a deeper understanding of OOH’s reach by specific demographics.

In addition, the geo-demographic audience profiling tool, geoemma, will also fuse with MOVE, enabling even greater comprehensive local area marketing insights.

“OOH currently finds itself in a very enviable position as other traditional media channel audiences fragment,” OMA CEO Charmaine Moldrich said.

“By comparing emma’s detailed data on consumer attitudes, media behaviour and product and brand usage, alongside the OOH advertising faces MOVE measures, media agencies will now have a richer and more accurate understanding of OOH and the ability to directly compare OOH’s superior reach against other media channels.”

Ipsos MediaCT managing director Simon Wake said, “Ipsos will be first to market with the MOVE data and this is an important endorsement for emma from the outdoor industry. It shows great faith in emma’s position as the future of audience measurement.

“Our promise has been to deliver innovation, methodological rigour and industry collaboration, and this is another key example of that. Our expertise in media data fusion and custom solutions, plus Ipsos’s technical leadership all contributed to the tender success.”

MOVE general manager Grant Guesdon said, “Fusing MOVE data in to emma is a great opportunity to show outdoor’s reach, especially across different lifestyles and consumers.

“In the current media climate, OOH has the power to reach the people other media find hard to get. A cross media analysis in emma, with MOVE, will help agencies and clients identify the value of this to their campaign and, more importantly, help advertisers better plan their investment decisions.

“In the five years since its launch, MOVE is well established in the agency environment. As an industry we now want to supercharge outdoor’s recent growth and emma provides the perfect vehicle for that purpose along with Ipsos’s expertise in media data fusion, really establishing outdoor audience data in the media channel planning space.”

The fusion will commence late 2015 with data expected to be available to media agencies, major advertisers and outdoor media companies from early 2016.

Please login with linkedin to comment

Latest News

Fairfax Appoints Philippa Walker As Head Of Travel
  • Media

Fairfax Appoints Philippa Walker As Head Of Travel

Following the recent restructure of its commercial division, Fairfax Media has appointed Philippa Walker to oversee the Travel vertical within Australian Metro Publishing (AMP) business which includes The Sydney Morning Herald, The Age, The Australian Financial Review, Brisbane Times, WAtoday and more.  In late 2017, the commercial teams were reshaped with a vertical focus under […]

Australia’s OOH Industry Grows Revenue For Eighth Consecutive Year
  • Advertising
  • Media

Australia’s OOH Industry Grows Revenue For Eighth Consecutive Year

The local out-of-home (OOH) industry increased its net media revenue by 6.03 per cent in 2017 to $837.1 million, signifying its eighth consecutive year of growth. According to figures released by the Outdoor Media Association (OMA), net revenue for the OOH industry grew 4.5 per cent in the final quarter of 2017 to $252.7 million. Digital […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]

What To Expect From The App Economy In 2018
  • Opinion
  • Technology

What To Expect From The App Economy In 2018

Here's an insightful, authoritative synopsis of the app economy. So, you're right, it wasn't written by a B&T journo.

Opinion

by B&T Magazine

B&T Magazine