Glossary of Terms

An individual site of any particular outdoor media format.

Reach measure denoting the total number of different people exposed to a medium over a specified period; such as a 1 week measure of a face.

The average number of individuals viewing a face / campaign or sub group over a given interval (e.g. weekly or monthly).

The profile of measured audiences to an advertising face with respect to selected demographic and/or other variables.

A promotional effort over a specified interval based on the same strategy and creative idea.

Interval spanning from the first to the last days of a campaign schedule of advertising faces.

The cumulative number of exposures (Reach x Frequency).

A financial performance measure of a schedule of faces that is calculated by dividing the price paid by the audience delivery with reference to the target audience(s) of the advertising campaign. The main measure of cost efficiency is Cost per Thousand (CPM).

The cost of a face or package divided by the total number of contacts the face achieves. This is used to compare the cost of advertising in different media or different situations.

See Reach.

The Spanish audience measurement research company providing a software licence to MOVE to help calculate total audiences (OTS) around individual faces within the roadside environment.

The number of different people who will see the face or campaign in a given time period - e.g. within a week or within a month. Same as reach.

Population characteristics such as age group, sex, occupation, religion, education level, and the like. The resulting measures are called demographics.

Refers to the technology applied to an outdoor media structure or advertising face to add creative impact through movement, illumination, etc. Has no impact on the audience measurement results.

The angle of viewing between the audience and the face at a specific distance.

The level of exposure frequency at which reach is deemed "effectively" delivered.

The unique number or percentage of a target audience that is exposed to a schedule of faces at a set level of frequency. This will typically specify a lower threshold value indicating the minimum level of exposure deemed as sufficient for "effective" advertising purposes (e.g. 4+ cover) and an upper threshold (e.g. 12+ cover) above which additional exposures are considered as waste.

Faces viewed from the roadside environment (e.g. billboard, bus shelter).

A survey methodology that records the movement of the eye and its fixations in relation to what an individual is looking at. The fixations are used to determine the factors that influence a person's Likelihood To See an advertising face.

The visible advertising on an outdoor media asset. Some assets may have more than one face (e.g. scrolling, tri-vision).

The average number of times that members of a target audience, who have scored at least once as viewers to a schedule of faces, will see the schedule of faces.

Distribution showing the percentage of the target audience population who have viewed a schedule of faces at each level of frequency. Can be requested at discrete levels i.e. the result for each frequency level separately or cumulatively i.e. for a range of frequency levels e.g. 4 - 12.

Government travel surveys that records the movements of all individuals over a period of time (usually 1 day).

A unit of measure with one impact being equal to one person's viewing of a single face. Impacts also referred to as gross impressions or Contacts.

Sum of impacts across a schedule of faces. Impact delivery is most commonly used as a measure of the total audience delivered.

Faces that have no external viewing opportunity are classified as internal (e.g. shopping centre, airport terminal).

The collection of assets owned by an outdoor media company.

Likelihood To See (LTS) - is the adjusted level of audience derived from applying a Visibility Index Score(s) to all people with the Opportunity To See (OTS) an advertising face.

This survey records the movement of the individual over a period of time. Its purpose is to provide the variation that may occur in mode choice for same purpose journeys, variations in route choice for same purpose journeys using same mode, and variations in destination for same journey purpose trips.

An area of interest for a commercial organisation, usually corresponding with the area where a survey is done. Also refers to where inventory or an audience is located.

A plan for an advertising campaign which specifies details of the selected media, advertising content, dates and delivery goals (such as reach and frequency).

The company established by the Outdoor Media Association (OMA) to manage and conduct the business of audience measurement. MOVE stands for Measurement of Outdoor Visibility and Exposure.

A unique six digit numerical code for the face which stays with the face throughout its active life.

Opportunity To See - reflects the total audience of a face without any adjustment.

The Outdoor Media Association - Australia's peak industry body representing outdoor media companies and suppliers.

The direction a face is pointing.

The percentage of people within a defined universe that are physically able to be exposed to a medium.

The total population of the chosen demographic living within the Primary Coverage Area.

The base or total area covered by MOVE in each market. It is equivalent in size to OzTam television PCA's, which determine television ratings.

An audience term to describe the percentage of people within a given market and/or chosen demographic who will see an outdoor media campaign.

Each advertising face needs to be classified according to its location, format, size and other specific characteristics. Some of these characteristics are used to determine the Likelihood To See (LTS) audience measurement results.

The exact location of the infrastructure on which the individual outdoor advertising faces are exhibited. For example, a site may represent one internal bus panel, a double-faced supersite or a scrolling bus shelter with three advertising faces.

A specified audience or demographic group for which an advertising message is designed.

The mode of travel used by people when passing advertising signs - that is, walking, cycling, driving, commuting as a private passenger or commuting as a public transport passenger. The mode of travel has a bearing on the audience measurement results.

The consortium chosen to develop the audience measurement system for MOVE, headed by the Brisbane-based transport and travel modelling company, Veitch Lister Consulting (VLC).