OMA Appoints Ipsos To Rebuild MOVE For The Digital Age

OMA Appoints Ipsos To Rebuild MOVE For The Digital Age
SHARE
THIS



The Outdoor Media Association (OMA) has today announced the appointment Ipsos to update its audience measurement system MOVE to boost its capability.

The updated system will deliver a national measured model that covers all formats and environments, including regional locations, with the capability to report on seasonal and monthly variations. In total the system will measure more than 100,000 Out of Home (OOH) locations nationwide.

This development is part of the $10 million investment by the Board of MOVE into updating the MOVE metric. Phase one commenced in July 2019 with a $1.3 million Neuroscience Project Study (NPS) to assess audience engagement with digital and classic OOH across a variety of formats, environments, and travel modes. This qualitative measure will assign an impact value for both classic and digital OOH, showing the effective impact of a campaign. The current quantitative metric used in MOVE, Likelihood To See (OTS), will be replaced by Visibility Adjusted Contacts (VAC).

Also included in the update is new reporting software using a web-based interface to access audience results. Ongoing audience updates will be made frequently and released quarterly.

Two industry veterans have been named as independent Chairs to assist with the project delivery strategy and development of the new system.

Adam Lang will be Chair of the project Development Group, which will oversee the day-to-day development of the new system. Mr Lang has proven success in delivering large-scale technical and complex projects including the successful merger of Fairfax Radio Network and Macquarie Radio Network to form Macquarie Media Ltd in 2015.

Mr Lang was also the Chair of the Commercial Radio Australia Research Committee which oversaw the tender, supplier selection, and implementation process of a new radio audience measurement system.

Michael Porter will be Chair of the project Advisory Group, which will provide feedback to the OMA Board and stakeholders on scope, outcomes, and project progress. Mr Porter has more than 40 years’ experience in advertising and media agencies having held positions at the Managing Director and CEO levels.

His past roles include CEO and Board member of Media Edge, Executive Director of Razor, and Founder and Managing Director of Unity Communications. Mr Porter has a strong background in key stakeholder management and communication, having worked extensively with senior clients, media owners, and agency peers.

Simon Wake CEO Ipsos Australia and New Zealand said “Ipsos is proud to be partnering with the Outdoor media sector in Australia to leverage our world-class IP to deliver sophisticated measurement services to the Australian market to help accelerate the industry’s transition to digital.”

OMA and MOVE General Manager Kylie Green said “Over the last few years, Out of Home’s digital transformation has seen the channel’s remit expand to include localised and contextually relevant messaging that can be delivered en masse and at scale.

“While the dominance of Digital Out of Home is an innovation, updating our audience measurement system goes hand in hand with our channel’s transformation. Providing transparent and tangible proof is imperative for us to prove the channel’s efficacy to our clients.

“I see this not as a revolution but an evolution, which will reset and future proof the currency of the Outdoor industry, as the medium will no doubt be planned and traded in more sophisticated ways which will require greater granularity of audience data,” concluded Green.

This new system is based on two major innovations: precise passive measurement that utilises multi-sensor fusion, as well as big data coming from multiple sources ranging from a large-scale travel survey, mobility data and official traffic and pedestrian counts. This provides an unprecedented opportunity for a step change in audience measurement capabilities.

In conjunction with transport consultancy Veitch Lister Consulting (VLC), the original builders of MOVE, the data will be used to develop an advanced activity-based model that will estimate the travel patterns across the whole of Australia. It will provide accurate and detailed travel behaviour with granularity and seasonal variation with audience averages for all formats in both outdoor and indoor environments.

It is estimated that it will take two years to build and test the new system, with the launch proposed for 2023.

 

 

Please login with linkedin to comment

Ipsos OMA

Latest News

Acast Adds New Brand Suitability Controls For Advertisers Via Comscore
  • Advertising
  • Media

Acast Adds New Brand Suitability Controls For Advertisers Via Comscore

Acast, the independent power source of podcasting has teamed up with Comscore to provide brand suitability controls for brands advertising through the Acast Marketplace. This new innovation is part of a global partnership with Comscore, and will be available to all advertisers working with Acast Australia and New Zealand. The brand suitability solutions offered by […]

Wavemaker Names Susie Si As New Vodafone Lead
  • Media

Wavemaker Names Susie Si As New Vodafone Lead

Media agency Wavemaker has appointed Susie Si as group business director – to lead the Vodafone account. Si joins from sister agency MediaCom, where she has spent the last 8 years. Most recently she was group client lead on News Corp. Si will report to Wavemaker Sydney managing director Ian Edwards, and replaces Emily Cook […]

Trade Indy Opens Sydney Office With Appointment Of NSW Commercial Director Ben Mulcahy
  • Marketing

Trade Indy Opens Sydney Office With Appointment Of NSW Commercial Director Ben Mulcahy

Headquartered in Melbourne, Trade Indy is expanding off the back of strong client retention and consistent growth through existing and new business. Founded in Melbourne in 2014, the team have since expanded the business through team members in Singapore, Indonesia, Tasmania and Queensland, and are pleased to announce the full-time employment of NSW commercial director […]

Outbrain Goes Public, Making Nasdaq Debut
  • Marketing

Outbrain Goes Public, Making Nasdaq Debut

Outbrain Inc. has announced the pricing of its initial public offering of 8,000,000 shares of common stock at a price to the public of US$20.00 per share. The gross proceeds to Outbrain from the offering, before deducting the underwriting discounts and commissions and offering expenses, are expected to be approximately $160 million. The shares began […]

HubSpot To Support The GO Foundation As Part Of World Certification Week
  • Technology

HubSpot To Support The GO Foundation As Part Of World Certification Week

HubSpot, the customer relationship management (CRM) platform for scaling companies, has announced that as part of its World Certification Week, it is supporting the GO Foundation with its mission to empower young Aboriginal and Torres Strait Islander people through education. As part of the support, HubSpot will donate $5 for every HubSpot Academy certification awarded […]

IntelligenceBank Secures $50M Investment From Five Elms Capital
  • Technology

IntelligenceBank Secures $50M Investment From Five Elms Capital

IntelligenceBank has today announced a strategic growth investment from Five Elms Capital. The $US37 million ($50 million) investment comes as brands and enterprises have realised that outdated technologies, disjointed data sources, and manual processes make it challenging to efficiently manage essential marketing workflows and ensure compliance across the organization. IntelligenceBank digitally transforms manual processes and […]

SCA Announces Ten New Dab Music Stations Via LiSTNR
  • Media

SCA Announces Ten New Dab Music Stations Via LiSTNR

Southern Cross Austero (SCA) announced today 10 all-new DAB+ music stations on LiSTNr. The introduction of the 10 new Dab stations takes the number of music stations to 25 and reinforces its commitment to growing exclusive music programs and content. The 10 new stations have been created to cater to a variety of moods and […]

SBS Launches Live Interpreting Of Daily NSW COVID-19 Conferences In Vietnamese And Arabic
  • Media

SBS Launches Live Interpreting Of Daily NSW COVID-19 Conferences In Vietnamese And Arabic

SBS has launched live interpreting of the daily NSW Government COVID-19 press conference in languages other than English, to provide communities with access to the latest information and critical health messages. The national-first initiative provides real-time interpreting of the press conferences in Arabic and Vietnamese, streamed live every day on the SBS Arabic24 and SBS Vietnamese Facebook pages, SBS […]

Linktree Chooses Snowflake To Support Intelligence And Analytics Activities
  • Technology

Linktree Chooses Snowflake To Support Intelligence And Analytics Activities

Snowflake, the Data Cloud company, today announced it has been chosen by market-leading linking platform, Linktree, to support the company’s business intelligence and analytics activities. Linktree enables creators, brands, artists, publishers, agencies, and businesses of all sizes to curate an online ecosystem and monetise their passion, instantly guiding their audience to the destinations they care […]

London, UK - August 01, 2018: The buttons of Snapchat, Facebook, Instagram and WhatsApp on the screen of an iPhone.
  • Media

Snapchat Sees 116% Increase In Revenue

The last time B&T saw impressive increases the size of 116% was the swipe left rejections on our Tinder profile.

by B&T Magazine

B&T Magazine
Woman hand using modern laptop computer to connect with live streaming video on social network
  • Technology

Xandr Sees 125% Lift In Video Spend

Xandr, AT&T’s data-enabled technology platform at the intersection of digital and TV, today shared results of premium video, Connected TV (CTV) and curated media spend on its platform for Q2 2021, which saw significant increases.

Taboola Acquires Connexity For $1 Billion
  • Technology

Taboola Acquires Connexity For $1 Billion

Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, announced today that it has entered into a definitive purchase agreement to acquire Connexity from Symphony Technology Group for approximately $US800 million. Connexity is one of the largest independent e-commerce media platforms in the open web, serving over 1,600 direct merchants, and 6,000 publishers.

How To Re-Engineer Your Event Mix With ON24
  • Partner Content

How To Re-Engineer Your Event Mix With ON24

Events are increasingly shifting online. You can't get loaded on booze & arancinis, but you'll save on dry cleaning

by B&T Magazine

B&T Magazine
Twitter Lifts Revenue 74% On The Back Of Advertising Boom
  • Technology

Twitter Lifts Revenue 74% On The Back Of Advertising Boom

Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]

by B&T Magazine

B&T Magazine