Visibility Studies
More than 15 years of international and Australian eye tracking studies have been used to provide the visibility research necessary to develop the MOVE system. These studies have determined the various factors which influence a person's Likelihood To See (LTS) an Out-of-Home advertising face.
The majority of this research has been undertaken by Simon Cooper and Dr Paul Barber who worked on the successful POSTAR audience measurement system for the United Kingdom's outdoor media industry. POSTAR was the first to base its audience measurement results on LTS, or Visibility Adjusted Contact (VAC) as it is known in the UK. Mr Cooper was commissioned by MOVE to develop the LTS for the Australian project.
An Australian eye tracking study, undertaken by Access Testing in late 2007, was used to help determine visibility factors specific to the Australian conditions.
LTS is the result of applying a Visibility Index score(s), known as the VI, to the total audience passing a face. The VI is the combined values of all the visibility factors impacting a single face. The VI applies either to the face itself (eg. size, illumination period) or to the passing audience (eg. speed of passing pedestrian, passenger or driver).