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

Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-conscious Shopping
  • Marketing

Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-conscious Shopping

After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]

Visit Sunshine Coast Hires New Head Of Marketing
  • Marketing

Visit Sunshine Coast Hires New Head Of Marketing

Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]

GHO Sydney And Family Planning NSW Launch ‘Planet Puberty’ Platform
  • Campaigns

GHO Sydney And Family Planning NSW Launch ‘Planet Puberty’ Platform

GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]

JCDecaux Announces New Partnership With Bush Heritage Australia
  • Media

JCDecaux Announces New Partnership With Bush Heritage Australia

JCDecaux today announced conservation organisation, Bush Heritage Australia, as its major charity partner for 2021. The partnership is part of a series of ‘social impact’ initiatives the business is launching this year, under the banner of JCDecauxHEART. JCDecauxHEART focuses on three areas of social impact: health and mental health, environmental sustainability, and enriching urban communities. […]

Shameless Duo Michelle Andrews And Zara McDonald Launch New Podcast Exclusive To LiSTNR
  • Media

Shameless Duo Michelle Andrews And Zara McDonald Launch New Podcast Exclusive To LiSTNR

Shameless Media’s Michelle Andrews and Zara McDonald’s latest podcast, The Books That Changed My Life, will launch exclusively on LiSTNR on Tuesday, 15 June. Throughout the series Michelle and Zara will talk with guests including Kevin Kwan, Laura Henshaw, Jock Zonfrillo, Susan Carland, Hamish Blake and Delta Goodrem about the books that have had a profound impact […]

Business and technology concept.
  • Partner Content

Make Your CX Stand Out From The Competition

It's top tips to ensure your CX stands out from the competition. Then again, you could simply plagiarise their stuff.

Partner Content

by B&T Magazine

B&T Magazine
Why The Future of Work Is Hybrid
  • Opinion

Why The Future of Work Is Hybrid

This expert argues the future of work is hybrid. Which is sad news, as B&T'd preferred it was rhumba or the bossa nova.

Champion Launches Pride Campaign And Partnership With Queer Sporting Alliance
  • Advertising
  • Marketing

Champion Launches Pride Campaign And Partnership With Queer Sporting Alliance

In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance. Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic […]

UK Based BankiFi Expands To Australia
  • Marketing

UK Based BankiFi Expands To Australia

Following the successful deployment of BankiFi’s technology platform at The Co-operative Bank in the UK, BankiFi has appointed Lloyd Parata to lead their expansion into the Australian Financial Services market. BankiFi’s technology platform ensures banks remain relevant by offering SMEs an innovative solution to operate their business, whilst avoiding common challenges like late payment. Parata, […]

5 Gum Announces New Twitch Partnership
  • Media

5 Gum Announces New Twitch Partnership

Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’. This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create […]