Elizabeth McIntyre.
Elizabeth McIntyre, CEO, Outdoor Media Association & MOVE
In a media landscape with multiple channels, Out of Home (OOH) has always had a solid and consistent presence as a high reaching broadcast channel. Those in the industry know it works and is effective for advertisers – but fully validating this confidence has sometimes had its challenges.
The launch of MOVE, Australia’s new national, standardised audience measurement system for Out of Home, marks another pivotal step toward validating how OOH meet and exceed Adland’s expectations when it comes to transparency and accountability.
MOVE isn’t simply another tech-driven platform. It’s the next exciting evolution for the OOH industry that increases the rigour of audience measurement and provides a level of granularity unmatched anywhere in the world. It tracks audiences across all major OOH environments, from roadside billboards and shopping centres to buses, trams and airports and backed by data that’s consistent, nationally scalable, and designed by and for agency and advertiser needs alike. To put it simply, in a complex medium MOVE makes it easier plan and measure.
As OMA’s independent chair Charles Parry-Okeden aptly put it, MOVE will “provide a whole new level of transparency and accountability for advertisers”. That’s not hyperbole, that’s structural change.
Move continues to build on the established trust of OOH as a broadcast medium in the real world. As the most self regulated medium in Australia advertisers can be confident that their brands are represented safely.
OOH media naturally commands attention as it lives in the environment where consumers actually are - on streets, in transit, in venues and public spaces. It’s highly visible and free from the clutter of competing screen distractions.
MOVE data tells us OOH reaches 97% of Australians weekly fundamentally shifts the conversation. We’re not just talking about outdoor purely as a top-of-funnel awareness channel, we’re talking about the strongest and fastest reaching medium that can deliver impact at scale. With the arrival of MOVE, we can validate not just that we reach almost every Australian, but how often, where, at what time and with which format. This should give even greater confidence to advertisers of the impact at pace and scale OOH can make to a brand.
Moreover, MOVE opens opportunities previously unseen. There are so many formats in Australia’s regions and place-based environments like cafes and gyms that we’ve never measured before. MOVE is going to open so many more new possibilities for agencies and marketers to access these environments and experiment with formats they may not have considered previously like regional and place based – now measured in MOVE.
MOVE represents a new contract between buyers, sellers and the broader media ecosystem. One that’s rooted in shared data, shared standards and shared responsibility.
Indeed, I am very proud of the way our industry has come together, with us all agreeing that MOVE helps OOH stand tall as the most trusted, visible and measurable channel in the media mix.
It’s time to MOVE.
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