Measurement of Outdoor Visibility (MOVE) has released the results of its 2018 annual data update, showing that for the eighth consecutive year Out of Home (OOH) audiences have increased, growing 2.2 per cent in 2018 and now reaching 12.7 million Australians each day.
OMA and MOVE CEO Charmaine Moldrich said: “MOVE provides accurate audience data so that clients can get the best results from investing in our fast-growing media channel”.
According to the findings, OOH’s continued revenue growth was readily apparent; the industry ended 2018 with a net media revenue increase of 10.8 per cent year-on-year, up from $837.1 million in 2017, to $927.2 million in 2018.
“These increases reflect the trust advertisers and agencies have in OOH’s increasing ability to connect brands with our growing audience – a very powerful proposition,” said Moldrich.
MOVE was the first OOH audience measurement system to introduce the likelihood to see viewability measure upon its 2010 launch, assessing the total audience rather than the potential audience.
In October of last year, MOVE launched its school mapping tool, ensuring all OMA member signs comply with the OMA’s placement policy.
The policy prohibits OMA members from advertising products that are illegal for sale to minors within a 150-metre sightline of a primary or secondary school.
“We built this new functionality because we wanted brands and regulators to have greater transparencies to the campaigns run on OOH and guarantee that brand safety was something we deliver on,” said Moldrich.
“Because of the nature of its visibility, ubiquity, and reach, it’s important we do all we can for our clients to ensure that OOH advertising keeps brands safe”.