OMA upgrades MOVE, reveals new industry standards

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 31 January 2022

The Outdoor Media Association (OMA) has released systems to make it easier for agencies and clients to buy and measure out-of-home (OOH).

Included in the changes is an upgrade to the industry’s audience measurement system MOVE (Measurement of Outdoor Visibility and Exposure).

MOVE 1.5 will introduce a measurement for digital campaigns and a qualitative metric, the Neuro Impact Factor, which goes beyond attention to measure the impact it has on people who see OOH signs.

MOVE 1.5 will report reach and frequency for digital signs based on impressions by accounting for audience dwell, sign dwell, and Share-of-Time bought. This has been built into the current MOVE system and is an interim step while the industry upgrades to a new measurement tool MOVE 2.0 in 2024.

“The Media Federation of Australia’s committee, the Outdoor Futures Council, have worked very closely with our members to bring these innovations to market,” says OMA and MOVE CEO Charmaine Moldrich.

“MOVE 1.5 gives buyers more accurate reach and frequency scores for their digital campaigns.

“The jewel in its crown is a new qualitative measure the Neuro Impact Factor which goes beyond attention to measure the impact campaigns have on audiences. These innovations give planners and buyers the ability to optimise their Out of Home spend based on the objectives of their campaign, be it awareness building or sales.”

The Neuro Impact Factor (NIF) has been added to MOVE 1.5 using data supported by the OMA’s neuroscience study which measured the key moments that memory and emotion peak in the brain to evaluate the impact of OOH signs.

“The methodology behind the Neuro Impact Factor study is thorough and world-class, so we’re excited to bring it into the vernacular when talking about Outdoor,” says Avenue C managing partner and Outdoor Futures Council chair Pia Coyle.

“We’ve always known there is more to Outdoor than what we could prove. Now we’ve got the proof for this extra dimension that goes beyond reach, frequency, site-card, or location to bring that to life — it’s pretty exciting.”

Alongside MOVE 1.5, the industry has also introduced new Industry Standards which will streamline the buying and selling of OOH advertising and will give planners and buyers greater clarity through agreed criteria for terminology, geography, screen ratios, insertion orders, and Share-of-Time (SOT), a new method for transacting how digital signs are bought.

SOT is the percentage of the share of display time advertisers receive out of the total display time in an agreed buying period. Included in the consideration of the percentage of SOT bought are other advertisements, programmatic content, and other content including industry promotions, commercial, and editorial content.

SOT makes it easier to buy by location and by environment, helping advertisers meet their desired campaign objectives.

“Standardisation is going to save us time so we can spend less time transacting and we can spend more time on audiences, planning, more about people, not screens, and actually really bring to life some amazing campaigns,” says MediaCom national head of investment and OFC Standardisation sub-committee co-chair Nick Thomas.

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