Val Morgan Outdoor (VMO) has joined the Outdoor Media Association (OMA) and MOVE (Measurement of Outdoor Visibility and Exposure).
The digital OOH advertising business, with a network of 10,000 digital screens, joins other recent members to the OMA including AdFlow, Shopper Media, Think Outdoor, and Total Outdoor Media.
“We are thrilled to be joining at such a pivotal time for the industry,” says VMO MD Paul Butler.
“MOVE 2.0 is on track to become a world leading measurement tool for Outdoor. In delivering an industry currency that measures all OOH formats across metro and regional markets, buyers will be able to properly evaluate the enormous audiences that the medium delivers, unlocking the sector’s true potential.”
The outdoor industry is currently in the process of updating the MOVE system to measure the impact of digital signs as well as all OOH formats across the nation including regional signs. It will also have the capability to report seasonal and monthly audience variations.
The new system is being developed by Ipsos with the test and learn stage underway.
“VMO joining the OMA and MOVE confirms my belief that we are seeing a renaissance in membership to the association,” says OMA CEO Charmaine Moldrich.
“In the last month the OMA has added six new members, and this renewed interest in joining the industry body is, I believe, driven by our commitment to enhancing the capabilities and transparency of MOVE, the industry’s audience measurement currency.”
Last year the outdoor industry was hit hard by the pandemic, with industry figures reporting a net media revenue fall of 39.4% to $566.5 million in 2020, down from $935.5 million in 2019.
“But the real winners of the industry coming together at this crucial time will be advertisers and media agencies, who will gain immense value in having all OOH providers measured on the one platform,” Moldrich says.
“And I’ve no doubt that VMO will provide the association with critical insight and guidance as we continue to future-proof our systems.”
“VMO joining as members of the OMA and MOVE takes us closer to representing 100 per cent of the OOH industry and is further proof of the value we offer our members.”
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