MOVE (Measurement of Outdoor Visibility and Exposure) has released the results of its annual data update, which shows double-digit audience growth in the last seven years.
The results show that in 2017 out-of-home (OOH) audiences grew by 2.2 per cent, outstripping population growth, which grew by 1.7 per cent.
Cumulatively, since MOVE’s launch in 2010, the national audience for OOH has grown by 23 per cent versus 14.9 per cent population growth for the same period.
Charmaine Moldrich, CEO of the Outdoor Media Association and MOVE, said: “While other traditional media channels see their audiences fragment or decline, OOH’s audiences continue to grow.
“This is great news for advertisers who are looking to reach large audiences with their products and services.
“What’s more, we know that when people are out of home they are primed and ready to take action. In fact, our neuroscience research shows that people are two times more likely to respond to something they see when they are outdoors.
MOVE is the audience measurement currency of the OOH industry in Australia. Its 2017 update incorporates a range of new data, including updated Australian Bureau of Statistics 2015 data; population and employment levels across more than 17,800 separate travel zones; changes to transport infrastructure; changes to public transport routes; and new signs and updates to trip attractors in each travel zone, including shopping centres and school enrolments.
MOVE announced following the update of its system that OOH advertising can now reach 12.6 million people daily – a growth of 200,000 people on average in OOH environments each day when compared to last year’s numbers.
Australians are making 52 million trips across the five markets measured (Adelaide, Brisbane, Melbourne, Perth and Sydney), increasing exposure to the 81,980 advertising faces measured by MOVE.
This year, MOVE has also updated the delivery of its numbers. From January 2018, the numbers will be reported monthly to ensure that the OOH data used by buyers and sellers is the most up-to-date data available.
“Changes in technology has enabled us to deliver our numbers each month,” Moldrich said.
“This is a massive shift for the industry, and a win for both advertisers and MOVE members to move from one update a year to monthly updates of our audience numbers.
Audience growth is representative of the industry’s massive investment in digital signs, and the added benefits of immediacy and flexibility those signs bring to the channel.
OOH has grown exponentially since the introduction of MOVE. Revenue has nearly doubled from $400 million in 2010 to $789 million at the end of 2016.