OMA Annual Report 2016 OMA_Annual_Report_ForPrint_5_23 | Page 8

A little about us
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SECTION
02
MOVE
Simplifies the planning
and buying of Out of
Home (OOH).
This is MOVE’s first step forward also provides these numbers visually:
in providing a richer and more the reach of a campaign against the
detailed profile of OOH audiences for chosen demographic and markets.
agencies and clients, and 2017 will
see further innovation in this area.
MOVE (Measurement of Outdoor
Visibility and Exposure) is a web-
based interactive software system that
simplifies the planning and buying of
OOH for media buyers, advertisers,
and Outdoor media operators.
The culmination of years of work
and over $22 million invested
by the industry to date, MOVE
There is no other
system in Australia or
abroad that measures
OOH audiences to
the same depth.
provides audience measurement
Expansions in
planning data.
With MOVE came the introduction of
a new audience measurement value to
Australian media, known as Likelihood
To See (LTS). This means that only
those people from within the chosen
demographic who on average saw
results for any combination of OOH
formats or tailored packages.
MOVE can provide
accurate reach and
frequency results.
ACC U R ATE M E AS U R E M E N T
MOVE measures 80,300 advertising
faces in Australia’s five major capital
cities (Adelaide, Brisbane, Melbourne,
Perth and Sydney). MOVE enhances
the standard measurement of target
In 2016, MOVE worked with Ipsos audiences, or Opportunity To See
to integrate MOVE data in to emma (OTS), by reporting the audiences
(Enhanced Media Metrics Australia). that actively see the advertising
This data integration is available through its ground breaking currency,
to subscribers of emma in Ipsos’s Likelihood To See (LTS). As well as
Data Friend software and RDA providing results numerically, through
Research’s geoemma software. its in-built mapping capability, MOVE
the OOH advertising campaign are
included in the audience measurement
results, going beyond the Opportunity
To See (OTS). LTS is derived by
applying a Visibility Index (VI) to the
OTS for each OOH advertising face.
The VI for a sign is based on factors
from the sign, as well as audience and
environment factors. This enables
MOVE to have different VIs for different
viewing locations, different travel
modes and different environments.
H OW M OVE NUM BE RS ARE CALC ULATE D
6
OTS VI LTS
O P P O RTUNI TY TO S E E VISIB ILITY IN DEX LIKELIHOOD TO SEE