Outdoor Media Association (OMA) has today launched several new innovations to upgrade the industry’s audience measurement system, MOVE (Measurement of Outdoor Visibility and Exposure).
Now branded, ‘MOVE 1.5’, the new system will introduce an accurate measurement for digital campaigns and a qualitative metric, the Neuro Impact Factor, which goes beyond attention to measure the impact it has on people who see OOH signs.
MOVE 1.5 will also report reach and frequency for digital signs based on impressions by accounting for audience dwell, sign dwell and share of time (SOT) bought.
“The Media Federation of Australia’s committee, the Outdoor Futures Council, have worked very closely with our members to bring these innovations to market,” said OMA and MOVE CEO, Charmaine Moldrich.
“The partnership has helped us build these new tools to specifically meet the changing needs of planners and buyers. Their launch today marks another step toward empowering clients and agencies to make more informed campaign decisions by putting more data in the palms of their hands.”
She added: “MOVE 1.5 gives buyers more accurate reach and frequency scores for their digital campaigns. The jewel in its crown is a new qualitative measure the Neuro Impact Factor which goes beyond attention to measure the impact campaigns have on audiences.
“These innovations give planners and buyers the ability to optimise their Out of Home spend based on the objectives of their campaign, be it awareness building or sales.”
The Neuro Impact Factor (NIF) has been added to MOVE 1.5 using data supported by the OMA’s neuroscience study. The study measured the key moments memory and emotion peak in the brain to evaluate the impact of OOH signs.
Both memory and emotion are key neuroscience metrics associated with mental availability which is linked to effective advertising campaigns.
Avenue C managing partner and Outdoor Futures Council (OFC) chair, Pia Coyle said, “The methodology behind the Neuro Impact Factor study is thorough and world-class, so we’re excited to bring it into the vernacular when talking about Outdoor.
“We’ve always known there is more to Outdoor than what we could prove. Now we’ve got the proof for this extra dimension that goes beyond reach, frequency, site-card, or location to bring that to life—it’s pretty exciting.”
In tandem with the launch of MOVE 1.5, the industry has also introduced new industry standards, which will streamline OOH buying and selling, and give planners and buyers greater clarity through agreed criteria for terminology, geography, screen ratios, insertion orders, and SOT—a new method for transacting how digital signs are bought.
SOT is the percentage of the share of display time advertisers receive out of the total display time in an agreed buying period, and also makes it easier to buy by location and by environment, in turn helping advertisers meet their desired campaign objectives.
MediaCom national head of investment and OFC Standardisation sub-committee co-chair, Nick Thomas said, “Standardisation is going to save us time so we can spend less time transacting and we can spend more time on audiences, planning, more about people, not screens, and actually really bring to life some amazing campaigns.”
Moldrich added: “What we have done goes beyond making Outdoor easier to transact and measure. We are setting ourselves up for future growth through programmatic and automation which is critical for our industry.”
The innovations were first announced at the industry’s first ever ‘Out-Front’ event last November, and are the result of collaboration with OMA members and the OFC to provide additional tools and ease of use in planning, buying, and reporting on their campaigns.
