The MOVE (Measurement of Outdoor Visibility and Exposure) board has announced a $1.3 million investment into a Neuroscience Project Study (NPS) to inform the development of a new metric to measure digital OOH.
In 2018, the MOVE board committed up to $10 million to rejuvenate MOVE to more accurately measure audiences for digital Out of Home signs and embarked on an investigation of international models as well as a neuroscience pilot study.
Following the successful Australian neuroscience pilot study last year, MOVE has partnered with leading research firm Neuro-Insight to conduct the NPS, assessing audience engagement with digital and traditional OOH across formats, environments and travel modes.
OMA and MOVE CEO Charmaine Moldrich (feature image) said: “As our industry embraces and invests in DOOH opportunities we are dedicated to developing a new metric to assist in measuring the results and benefits of these innovations for advertisers.”
Neuro-Insight, the research firm undertaking the NPS, director Peter Pynta said: “Having completed the pilot study for MOVE, I am excited about this next phase. We have been working globally for many years across the various media channels investigating the role of long-term memory encoding and emotional intensity in driving advertising effectiveness.
“A major study like this will provide undeniable proof about how both traditional and digital signs impact on audiences. Neuroscience is particularly suited to give us answers, tapping into the subconscious and capturing audience response to stimulus during the window of exposure.”
Moldrich added: “Over the last few years the industry has spent hundreds of millions of dollars building a modern, dynamic channel, with scale to reach Australians en masse.
“Out of Home audiences have increased, growing 2.2 per cent in 2018 and now reaching 12.7 million Australians each day.
“We are well positioned to expand this story to include the increased impact and engagement of DOOH.”
The $1.3 million neuroscience project is part of suite of innovations that the OOH industry will roll out over the coming year.
Getty Images and W Series have announced an exclusive deal which sees Getty Images serve as the Official Photographic Partner of the newly launched W Series Esports League. Brand-new for 2020, the W Series Esports League will see W Series drivers from around the world compete in the first official women only simulated racing league. […]
Rich Curtis has acquired FutureBrand’s Australian operations from Interpublic Group. The new ownership will enable the business to double-down on its commitment to the Australian market and invest locally, while still maintaining its global network via FutureBrand as an affiliate. Since opening its doors in 1999, FutureBrand has created and transformed iconic brands including Nespresso, […]
Big names share their biggest confidence challenges on Claiming Your Confidence, The Podcast, hosted by Channel Seven Newsreader and author Katrina Blowers. The new show launches July 13 on iTunes and Spotify with three episodes dropping on week one: featuring Sunrise Host Edwina Bartholemew, Comedian Merrick Watts and record-breaking Ultra Runner Jacqui Bell. Each week […]
Full service production house Sam I Am has announced the arrival of five new commercial directors including writer-director Aimée-Lee Xu Hsien Curran (pictured), designer-turned-director Sinéad McDevitt along with directors Anita Lee, Dominic Allen and Joris Noordenbos. Writer-director Aimée-Lee Xu Hsien Curran creates work defined by rich visuals across both comedy and drama. She has directed […]
DiDi Australia has partnered with lifestyle publisher Urban List for its Make It A Date campaign, encouraging Australians to reconnect and commit to meaningful time with one another as COVID-19 restrictions lift across cities. The collaboration sees Urban List provide curated in-app destinations and venue recommendations to inspire Aussies to ‘make it a date’ and […]
Strategic communications and marketing agency, Archetype, has been appointed by HTC, Tile and Upright Technologies to drive awareness and sales for each brand’s consumer technology products. The agency has put its strategic and holistic thinking first, evolving the approach to market for all three product offerings. The new additions to Archetype’s portfolio showcase the agency’s […]
Seven West Media has enhanced its audience intelligence offering for advertisers thanks to a new partnership with Australian mobile location intelligence platform LANDMARKS ID. LANDMARKS ID enables SWM to integrate its technology directly into the 7plus app to collect, analyse and provide rich audience profiles on 7plus app users. The new partnership improves SWM’s ability […]