Out-of-home (OOH) advertising reaches 97% of Australians aged 14+ each week, according to data from a study using audience measurement system MOVE (Measurement of Outdoor Visibility and Exposure).
The study was unveiled at the OMA Conference today. The latest MOVE results show OOH connects with more than 22 million people weekly, who make 95 million trips across metropolitan and regional areas every day.
The latest evolution of MOVE introduces a number of features, including seasonality and hour-by-hour insights, measurement across all OOH formats and the inclusion of 21 regional areas.
OMA CEO Elizabeth McIntyre said OOH’s connection with Australians is getting stronger as traditional media continues to fragment.
“With expanded regional coverage and enhanced measurement tools, coupled with the ability to see audience movement hour-by-hour, across every day of the year, advertisers can now plan and optimise OOH campaigns with an accuracy and depth never seen before,” she said.
“Out-of-home is not just maintaining relevance, it’s growing, evolving, and proving its strength in today’s complex media environment.”
MOVE’s automation and interactive dashboards lets media owners and agencies build schedules, upload media plans via API, share proposals and generate reports faster, and filter by demos, geography or campaign goals.
MOVE’s updated capabilities paint a broader and more detailed picture of Australian audiences, encouraging media agencies and advertisers to rethink how they plan and buy across the OOH landscape.
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