Frequently Asked Questions (FAQs)

Advertisers and media buyers require accurate data that shows an advertising campaign has reached the desired target audience. Before now, the outdoor media industry did not have an industry-wide measurement tool that could be directly accessed by media buyers to provide these results. MOVE not only makes this information available, but the data it produces is more accurate than most other media measurement systems because it only includes people who were likely to have seen the advertising campaign, ie; the probable audience.

MOVE measures the audiences of all the major Out-of-Home (OOH) formats, including roadside, airports, shopping centres, buses/trams and railway stations, within the Primary Coverage Areas of Sydney, Melbourne, Brisbane, Adelaide and Perth.

MOVE measures only those people with the Likelihood To See (LTS) an OOH advertising face – that is the probable audience. Most other media measure people with the Opportunity To See (OTS) an advertisement – that is the potential audience.

MOVE is a totally web-based system that is accessed via login and password to authorised users. Outdoor media operators wanting involvement in MOVE must first be members of the Outdoor Media Association (OMA). Advertisers and media agencies require approval from MOVE to access the system.

MOVE is owned by its shareholders – APN Outdoor, EYE, Adshel, JCDecaux, oOh!media and the OMA. It contains inventory from all metropolitan-based outdoor media companies in Australia. Go to MOVE participants for a full list of the Out-of-Home companies with inventory in the MOVE system. Over $5 million has been invested in building the MOVE system. This funding was provided by the six MOVE shareholders and a Federal Government grant obtained under AusIndustry’s Industy Cooperation Innovation Program (ICIP).

The MOVE system was developed by the Australian company, Veitch Lister Consulting (VLC), and Simon Cooper. VLC operated as part of a global consortium operating under the name VIEW Measurement. VIEW’s members were:

• VLC
• Cuende Infometrics (Spanish-based software and measurement company)
• Access Testing (Australian based eye tracking technology) and
• Taylor Nelson Sofres (TNS).

Simon Cooper was engaged by MOVE to provide the visibility research and data input necessary to produce the LTS results on which the audience measurement results are based (see Q 3).

Face is used to describe any single display ‘unit’ for Out-of-Home (OOH) media. Each face is measured separately. Some locations may have multiple faces within the one unit e.g. scrolling.

Opportunity To See (OTS). This represents the total vehicular audience (driver and passenger) and pedestrians past the face, travelling in a direction that would enable them to see the face. Used with Visibility Index (VI) to derive the Likelihood To See (LTS) scores contained within the MOVE system.

Likelihood To See (LTS). This is the measure used within the MOVE system for the size of each face / campaigns reported audience. It is derived by combining the total audience past the face (OTS) with the visibility scores for that face (VI) to determine an audience that is reflective not of everyone going past the face but only of those that will in all likelihood view the face.

Visibility Index. This is a value attributed to the face based on its physical characteristics (size, illumination), its interaction with the audience (angle to audience, audience type – drivers, passengers, pedestrians) and its environment (roadside environment i.e. freeway or residential street, internal environment). The values applied have been derived from eye tracking research and enables the Opportunity To See (OTS) audience past a face to be adjusted based upon an audience's Likelihood To See (LTS).

For any issues, contact MOVE via telephone in Australia on 02 9357 9900 during normal business hours AEST.

MOVE contains sample packages from the media operators. MOVE does not contain rates for or availability of specific sites. You need to contact the media operator for this information beyond the sample packages.