SYDNEY: The outdoor media industry has launched its much-awaited new audience measurement system, MOVE, at a breakfast attended by over 300 media buyers and outdoor industry leaders this morning.
MOVE Chairman Steve O’Connor said MOVE is the world's first audience measurement system for Out-of-Home media to cover all the major formats and audience environments.
The system - Measurement of Outdoor Visibility and Exposure - will introduce a new currency to Australian media, Likelihood To See (LTS), which will significantly increase the accountability and transparency of all outdoor media formats, he added.
John Grono, the MFA representative on the MOVE project spoke of the Zenith model that captures the size,and behaviour of the vast audiences that come into contact with outdoor media in each of the five mainland capitals captured in the metric.
"In 33 years of doing research I've never done anything as intellectually challenging," Grono said.
"Nobody's done anything like this before."
The launch of MOVE has been delayed a number of times since its inception in March 2005.
Grono said the MOVE team was working towards a "robust delivery" of the system rather than a timetable.
MOVE has been developed at a cost of $10 million by a consortium of Australian and international research companies headed by the Brisbane-based transport and travel modellers, Veitch Lister Consulting (VLC).
Funding was provided by outdoor media operators and through the support of a Federal Government Industry Co-operative Innovation Program (ICIP) grant of $830,000.
Watch a demonstration of how LTS is calculated below.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.