Out of home (OOH) measurement system Move will be integrated into cross-platform audience survey Emma, to improve the way media agencies plan out of home campaigns.
Ipsos, the research house which developed Emma, has been selected as the preferred partner of the Outdoor Media Association (OMA) following a competitive tender involving three other research companies.
It is the first major undertaking since the OMA's announcement that it is eyeing the development of an automated transaction platform, with an eventual move to programmatic outdoor.
Under the arrangement, the two metric systems will be fused together by early 2016, allowing Emma subscribers to use Emma's media, demographic, attitudinal, lifestyle and product consumption variables against the formats measured by Move.
Move general manager Grant Guesdon said as an industry it was to “supercharge outdoor's recent growth” and Emma provides the ideal platform for that purpose.
“In the current media climate, OOH has the power to reach the people other media find hard to get,” Guesdon said.
“A cross media analysis in Emma, with Move, will help agencies and clients identify the value of this to their campaign and, more importantly, help advertisers better plan their investment decisions.
It also means that Emma's geo demographic audience profiling tool, GeoEmma, will be combined with outdoor data to enable local area marketing insights.
Ipsos MediaCT managing director Simon Wake said the researcher won the tender through its expertise in media fusion and custom solutions.
OMA CEO Charmaine Moldrich said the tie up will allow advertisers to directly compare OOH's reach against other media channels.
“OOH currently finds itself in a very enviable position as other traditional media channel audiences fragment,” Moldrich said.
“By comparing Emma’s detailed data on consumer attitudes, media behaviour and product and brand usage, alongside the OOH advertising faces Move measures, media agencies will now have a richer and more accurate understanding of OOH and the ability to directly compare OOH’s superior reach against other media channels.”
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