Our Product

MOVE is a web-based interactive planning tool for media buyers, advertisers and outdoor media operators. It is Australia’s first national industry-wide audience measurement system for Out-of-Home (OOH) media and world leading in that it covers all major OOH environments including roadside, airports, railway/bus stations, buses/trams and shopping centres. No international system measures audiences to the same depth as MOVE.

System users can combine any OOH format to produce audience measurement results across the five Primary Coverage Areas of Sydney, Melbourne, Brisbane, Adelaide and Perth. These are the same areas used by OzTAM to produce metropolitan television ratings. In addition, system users can access more than 100 demographic combinations to measure against target audiences.

MOVE currently includes approximately 60,000 OOH faces across the following categories:

ROADSIDE

  • Posters, billboards, supersites and spectaculars >25 square metres.
  • Bus/tram shelters, bus/tram externals, kiosks, public toilets, free standing panels and phone booths.

TRANSPORT

  • Airport Internals.
  • Bus/rail station internals.
  • Bus/tram internals.

RETAIL/LIFESTYLE

  • Shopping centres.

Likelihood To See (LTS)

MOVE introduces a new audience measurement currency to Australian media known as Likelihood To See (LTS). This means that only those people from among the chosen demographic who in all probability saw the OOH advertising campaign are included in the audience measurement results.

LTS is an entirely different concept to Opportunity To See (OTS) which is used by most other media. OTS includes all people with the potential to come into contact with an advertising message regardless of whether or not they actually see it.

LTS is derived by applying a Visibility Index (VI) to the OTS for OOH advertising faces. VIs are the combined values of a collection of visibility factors such as the size of the face, whether or not it is illuminated, and the speed with which a person is passing that face. Different VIs are applied to drivers and passengers, public transport passengers and pedestrians at each viewing location to produce the final LTS results.

LTS Diagram

 

Cross-format planning

MOVE has been purpose built to enable media buyers and advertisers to plan their OOH campaigns using any combination of formats.

Media buyers can combine published sample packages and bespoke proposals obtained from any outdoor media operator with inventory in the MOVE system.

Outdoor media companies selling more than one format can also combine formats as part of their packages.

MOVE has inbuilt mapping functionality to visually display the reach of a campaign against the chosen demographic and market(s).

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