The board of MOVE has announced it will invest up to $10 million to rejuvenate the outdoor audience measurement system to accurately measure audiences for digital out-of-home (OOH) signs.
Over the last few years, the industry has spent hundreds of millions of dollars building a modern dynamic channel, with scale to reach Australians on mass.
While this has only been operating at scale in the last year, the MOVE board believes it is now time to invest further in proving the power and efficacy of the OOH digital network, according to CEO Charmaine Moldrich.
“In order to produce a metric that is fit for purpose now and into future, we will investigate various international models, as well invest in data and research to create the next generation of dynamic audience measurement” she said.
The framework and project guidelines will be developed in partnership with the MFA and AANA, and finalised in May 2018.
The MOVE board has also agreed to standardise the terminology, as well as how it will price share of display for roadside billboards.
To ensure transparency and standardisation around delivery of OOH campaigns, all major OMA members have committed to utilising an independent third-party proof of posting platform.
The industry intends to launch the new MOVE digital measurement metric by 2020.