Australia's outdoor media industry is investing $1.3 million to come up with a new new metric to measure audiences for digital Out of Home (DOOH) signs.
The MOVE (Measurement of Outdoor Visibility and Exposure) Board says the money will go to a neuroscience study.
In 2018, the board committed up to $10 million to rejuvenate MOVE to more accurately measure audiences for digital Out of Home signs.
MOVE has partnered with research firm Neuro-Insight to conduct the pilot, assessing audience engagement with digital and traditional OOH across formats, environments and travel modes.
“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," says Outdoor Media Association (OMA) and MOVE CEO, Charmaine Moldrich.
Peter Pynta, Director of Neuro-Insight, the research firm undertaking the NPS, says a major study lwill 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," he says.
In 2010, MOVE built, in partnership with the Media Federation of Australia and the Australian Association of National Advertisers, the Likelihood To See, or LTS, viewability measure.
This assesses the actual audience rather than potential audience.
“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," says Moldrich.
Out of Home audiences have increased, growing 2.2% in 2018 and now reaching 12.7 million Australians each day.
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