MOVE is the first industry-wide audience measurement system for outdoor media in Australia


Glossary of Terms


Advertising Structure

Physical structures built by an outdoor advertising organisation to display advertising. The message may be applied to the structure in several different ways. Structures are built to carry standard size advertising material.

Agency Commission

Sum of money paid to advertising or media placement agency by outdoor contractors for placing business, usually 10% of the value (gross rate) of the contract of outdoor.

Airport Advertising

Includes internal and external displays of various sizes.


Animation involves special treatment such as moving units, flashing lights, etc., and is used to gain added attention and awareness. Animation is more commonly used in rotating, permanent or spectacular sites.


An individual site of any particular outdoor media format.

Audience Accumulation

Reach measure denoting the total number of different people exposed to a medium over a specified period; such as a 1 week measure of a face.

Audience composition

The profile of measured audiences to an advertising face with respect to selected demographic and/or other variables.

Average Audience

The average number of individuals viewing a face / campaign or sub group over a given interval (e.g. weekly or monthly).

Average Daily Traffic Count

The outdoor audience is measured by the number of vehicles passing a specific site multiplied by estimated average vehicle occupancy. Traffic counts are available from State Road or Transport authorities and estimates of vehicle occupancy for different types of roads are also available from the same source. All counts provided from this information should be for one-way viewing. Such traffic counts do not include pedestrian audience that may be significant when sites are within a CBD or at a retail shopping location. Occupancy rates vary by location but is generally between 1.45 and 1.75 per vehicle.


Are major connecting roads within cities or between towns. Vehicle occupancy rates vary with proximity to residential and/or CBD section of the road.

Advertising Federation of Australia (AFA)

The national organisation of the advertising agency business that represents agencies of all sizes. Members are responsible for the major share of advertising placed in all media.

Australian Advertising Standards Bureau

Acts on complaints received against advertisements or commercials. The council is autonomous and maintains strict independence. The prime function is to provide direct public access for complaints against offending material.


As in other media, it is the space available for sale at a given time.


Backlight units (Backlit)

Advertising structures which house illumination in a box to throw light through translucent advertising printed on vinyl for a higher visibility and extended night viewing.

Bus Shelter Displays

Posters positioned as an integral part of a free standing covered structure at a bus stop. Backlit or standard two sheet poster.



A promotional effort over a specified interval based on the same strategy and creative idea.

Campaign period

Interval spanning from the first to the last days of a campaign schedule of advertising faces.

Channel Letters

Letters with recessed surface designed to accommodate neon tubing.


Circulation (potential viewers) is the foundation for determining the advertising value of outdoor sites. Outdoor circulation is based on traffic volume. There are three types of people in this volume: occupants of cars, pedestrians and mass transit passengers. Generally outdoor circulation figures will only reflect people in vehicles. Occupancy rates vary by State, by type of location and time of day.

Code of Ethics

The Outdoor Advertising Association of Australia (Inc.) has a voluntary code adopted upon membership to the Association, pledging member companies to operate for and in the public interest.

Commercial signs

Usually located on commercial sites, these advertising structures appear on roofs, walls, monopoles or other faces of business establishments or manufacturing plants for the purpose of identification or direction. They are not advertising media signs and members of the Association are not normally involved.


The cumulative number of exposures (Reach x Frequency).


The complete advertising message to be displayed on the advertising structure.

Cost efficiency

A financial performance measure of a schedule of faces that is calculated by dividing the price paid by the audience delivery with reference to the target audience(s) of the advertising campaign. The main measure of cost efficiency is Cost per Thousand (CPM).

Cost per Thousand (CPM)

The cost of a face or package divided by the total number of contacts the face achieves. This is used to compare the cost of advertising in different media or different situations.


The Spanish audience measurement research company providing a software licence to MOVE to help calculate total audiences (OTS) around individual faces within the roadside environment.

Cumulative audience

The number of different people who will see the face or campaign in a given time period - e.g. within a week or within a month. Same as reach.

Cut-outs/ Embellishments, Add-ons

May be letters, packages, figures or mechanical devices attached to the face of an outdoor sign which extend beyond the sign area. Can provide a three dimensional effect. May be limited by location and engineering requirements.


Demographic Profile

Audience breakdowns based on various characteristics such as age, sex, income, education, etc. Click here for a full list.

Department of Transport/Main Roads etc.

Names vary by state. Official government agency that regulates and studies traffic flows and issues statistics. These figures become the basis of traffic count research carried out by outdoor advertising companies when evaluating sites.

Digital Movement

Refers to the technology applied to an outdoor media structure or advertising face to add creative impact through movement, illumination, etc. Has no impact on the audience measurement results.

Display Period

The exposure time during which the individual advertising message is on display. Poster display periods vary depending upon individual advertiser needs and copy change periods dictated by the campaigns.


The location of the individual advertising poster sites within a market relative to exposure potential.



The angle of viewing between the audience and the face at a specific distance.

Effective circulation

Potential viewers. Estimate of the audience that has an opportunity to see an outdoor poster. i.e. occupants of west bound vehicles for an east-facing poster.

Effective frequency

The level of exposure frequency at which reach is deemed "effectively" delivered.

Effective reach

The unique number or percentage of a target audience that is exposed to a schedule of faces at a set level of frequency. This will typically specify a lower threshold value indicating the minimum level of exposure deemed as sufficient for "effective" advertising purposes (e.g. 4+ cover) and an upper threshold (e.g. 12+ cover) above which additional exposures are considered as waste.


Electronic Message Centre that can be remotely programmed to display a message using a personal computer and modem.


Represents the opportunity for a message to be seen and read.


Limited access roadway with speed limits ranging from 80Km/h to 115Km/h parking prohibited.


Faces viewed from the roadside environment (e.g. billboard, bus shelter).

Eye Tracking

A survey methodology that records the movement of the eye and its fixations in relation to what an individual is looking at. The fixations are used to determine the factors that influence a person's Likelihood To See an advertising face. For more information click here



The surface of an Outdoor advertising structure on which the advertising message is posted or painted.


Specifies the direction the poster may be seen to traffic flow. For example: a south-facing panel can be seen only by northbound traffic and vice-versa.

Fibre Optic Display

An innovative use of electronic light transmitting fibres to create changeable copy displays.


Refers to the type outdoor media; Billboards 25sqm+, Bus/Tram/Kiosk/FSU, Retail, Airport, etc.. For more information click here


The number of times an average individual has the opportunity to be exposed to an advertising message during a period of time.

Frequency distribution

Distribution showing the percentage of the target audience population who have viewed a schedule of faces at each level of frequency. Can be requested at discrete levels i.e. the result for each frequency level separately or cumulatively i.e. for a range of frequency levels e.g. 4 - 12.

Flexible Sign Written Vinyls (Woven Polyester)

Can be full photographic reproduction quality. These skins are ideal for rotation of campaigns around 24 Sheet sites, Supersites or Spectaculars within a city or to another State.


Government Household Travel Survey

Government travel surveys that records the movements of all individuals over a period of time (usually 1 day).



Outdoor structure with internal or external electrical equipment installed for illumination of the message at night.


A unit of measure with one impact being equal to one person's viewing of a single face. Impacts also referred to as gross impressions or Contacts.

Impact delivery

Sum of impacts across a schedule of faces. Impact delivery is most commonly used as a measure of the total audience delivered.


Faces that have no external viewing opportunity are classified as internal (e.g. shopping centre, airport terminal).


The collection of assets owned by an outdoor media company.



Light Emitting Diodes are the lamps used in EMC's and colour screens.

Likelihood To See (LTS)

Likelihood To See (LTS) - is the adjusted level of audience derived from applying a Visibility Index Score(s) to all people with the Opportunity To See (OTS) an advertising face.


Popular printing method for producing large quantities of posters in full colour.

Location List

A list supplied to buyers of outdoor space describing the location of all panels sold.

Longitudinal Survey

This survey records the movement of the individual over a period of time. Its purpose is to provide the variation that may occur in mode choice for same purpose journeys, variations in route choice for same purpose journeys using same mode, and variations in destination for same journey purpose trips.



A standard demographic in MOVE meaning all males aged older than 14 years. See Reach Curves.


An area of interest for a commercial organisation, usually corresponding with the area where a survey is done. Also refers to where inventory or an audience is located.

Media Credit Reference Ltd (MCRL)

Non-profit organisation limited by guarantee. Major Media groups, FACTS, FARB and ACP Publishing formed this public company when the agency accreditation system was revoked.

Media Schedule/Plan

A plan for an advertising campaign which specifies details of the selected media, advertising content, dates and delivery goals (such as reach and frequency).


A standard demographic in MOVE meaning all people who classified themselves as the Main Grocery Buyer. Note there can only be one MGB classified per household. See Reach Curves.

Mobile Billboard

Usually 6m x 3m (24 Sheet) size mounted on a small commercial vehicle or a trailer. Available nationally, some with illumination and/or loud speakers for playing jingles etc. Used for retail promotion or special events.


Structures fabricated on a single steel pole or column.


The company established by the Outdoor Media Association (OMA) to manage and conduct the business of audience measurement. MOVE stands for Measurement of Outdoor Visibility and Exposure.


A unique six digit numerical code for the face which stays with the face throughout its active life.


Official Count

Traffic count scored from official figures produced by State Departments of Transport.

Non-illuminated Panel

Name given to a standard poster panel not equipped with illumination.


Neon Spectacular

Large advertising structure of varying size generally located high on major buildings in the CBD or on major arterial roadways. While used for product "branding" they are more generally for corporate or building identification.


A standard demographic in MOVE meaning all people classified within the "Occupational Group One" accounting for Directors, Senior Managers, Professionals and similar occupations. See Reach Curves.


A standard demographic in MOVE meaning all people classified within the "Occupational Group Two” Para‐Professionals, Clerks, Teachers, Salespeople and Professional Service Workers. See Reach Curves.


A standard demographic in MOVE meaning all people classified within the "Occupational Group Three” Tradespersons. See Reach Curves.


A standard demographic in MOVE meaning all people classified within the "Occupational Group Four” Plant and Machine Operators, Drivers and Police. See Reach Curves.


A standard demographic in MOVE meaning all people classified within the "Occupational Group Five” Labourers and Related Workers. See Reach Curves.

Opportunity To See (OTS)

Opportunity To See - reflects the total audience of a face without any adjustment.


The direction a face is pointing.

Outdoor Media Association Incorporated (OMA)

The OMA is an association of independent outdoor advertising companies which represents the industry both nationally and internationally. After more than fifty years of existence the need to continuously represent the industry to all levels of Government as well as to advertising decision makers continues and grows. OMA acts as a central authority for its members' views on matters of industry interest and media matters, political and lobbying actions in defence of advertising, planning and environmental matters. The association is the voice of all who display, manufacture, print and utilise this visual communication medium. The OMA does not intrude into any commercial matters that are the province of its members.


A paper strip or price designation, such as a dealer imprint for a promotion, which is pasted on the face of an existing poster.



A standard demographic in MOVE meaning all people aged older than 14 years. See Reach Curves.


A standard demographic in MOVE meaning all people aged between 25 and 54 years inclusive. See Reach Curves.

Painted Wall

Advertising message painted on building walls for high impact visibility, usually several storys in height.

Paint Out

To obliterate copy on a painted spectacular site in preparation for a change in design. Also called Coat out or Blank out.

Panel Numbers

Panels may be given numbers or other means of identification to aid employees in the posting or painting of the advertising structure. These same numbers serve to pinpoint panels being purchased by a buyer.

PBF (Plan by Format)

A function allowing the user to plan a campaign based on a particular format(s). For more information click here.

PCA Primary Coverage Area

The base or total area covered by MOVE in each market. It is equivalent in size to OzTam television PCA's, which determine television ratings. For more information click here.


The percentage of people within a defined universe that are physically able to be exposed to a medium.


All of the Outdoor advertising structures in a given city, town or area operated by an Outdoor company or "plant operator".

Plant Capacity

The total number of panels or signs of all types in a plant.


This is a term used for advertising messages that are printed on paper and posted onto advertising structures.

Poster - 24 Sheet

The 24 sheet poster is a large form of poster located mainly in commercial and industrial areas and primary and secondary arterial roads. Viewed chiefly by the occupants of cars and delivers exposure to both local residents and commuter traffic. More advertising campaigns are placed on this traditional "Billboard" than any other form of outdoor. Measures 6m x 3m.

Poster - 6 Sheet

The 3m x 1.5m reduction in size maintains the proportion of the 24 sheet poser which leads to economies in the production of artwork for mixed size campaigns. Located mainly in suburban neighbourhood locations they often serve as brand reinforcement at the point of purchase. Viewed by both pedestrians and car occupants as well as being used in rail transport locations.

Posting Date

The date on which the posters of a showing are scheduled for display. Most plants will have several posting dates during the month to even their workload and provide a variety of start dates to coincide with special advertising promotions. Usually 1st to 15th of the month.

Posting Instruction

Detailed information sent to the plant operator covering the display of a particular poster design. These instructions should include as much marketing information as possible so that the seller can choose the panels that have the greatest efficiency in reaching the advertiser's target market.


The total population of the chosen demographic living within the Primary Coverage Area.

Potential (000’s)

The number in thousands of the target audience demographic chosen who live within Primary Coverage Area (PCA) measured. MOVE uses the exact same geographical region as Metro TV ratings. A PDF containing the geographical region measured and post codes included is located here

Prep Site

The AMS Test Website, used to test new data prior to its release

Primary Coverage Area (PCA)

The base or total area covered by MOVE in each market. It is equivalent in size to OzTam television PCA's, which determine television ratings. For more information click here.

Prod Site

The live AMS Website, where current data is stored and used for packages, propals, etc.

Proof of Performance

Certification that the advertising service has been delivered.


A site selected to represent the score of another site

Public Service Copy

Copy of civic or philanthropic nature displayed in the interests of community welfare.



An audience term to describe the percentage of people within a given market and/or chosen demographic who will see an outdoor media campaign.

Reach Curves

A graph detailing the Reach of a proposal/campaign. For more information click here.

Run-ons or Extras

Extra posters sent to plant operators to replace those that may be damaged during display period. The number of posters printed for renewal purposes varies from 10% - 20% of the total order.

Reposting Charge

An additional charge incurred for posting a change of design before expiration of a display period.


The process of moving the advertiser's message from one location to another at stated intervals, to achieve a more balanced coverage of a market.



An Excel spreadsheet produced with details of processed site data on a market per market basis; OTS, LTS, reach/frequency, etc.


A method of printing for small to moderate quantity runs which employ stencils rather than metal plates.

Site Classification

Each advertising face needs to be classified according to its location, format, size and other specific characteristics. Some of these characteristics are used to determine the Likelihood To See (LTS) audience measurement results.


The exact location of the infrastructure on which the individual outdoor advertising faces are exhibited. For example, a site may represent one internal bus panel, a double-faced supersite or a scrolling bus shelter with three advertising faces.


"Specs" are the largest, greatest impact of all outdoor media. Top highway and inner city locations command the erection of these giant, modern, illuminated advertising vehicles. Ideal for customising messages with cut-outs and extensions. Size is from 15m x 4.5m up.

Street Furniture

Is produced in 1.8m x 1.2m or 1.5m x 1m sizes and is often backlit. Excellent targeting of CBD workforce, entertainment areas and railway platforms is achieved through their use.


Large 12.66 x 3.35m illuminated poster sites. Dramatic size on major arterial roads and national highways. Standard size enables easy rotation of flexible face material from site to site and market to market.


Target Audience

A specified audience or demographic group for which an advertising message is designed. MOVE contains 112 standard target audiences. Click here for more information. See P14+, P25-54, M14+, W14+, OG1, and MGB are the six standard demographics in Reach Curves

Taxi Backs

Taxi backs are printed in reflective substrates, generating an illuminated appearance, for 24/7 exposure.

Total Contacts

The combined number of contacts achieved across the campaign. All the contacts are added together for the paths taken by the target audience reached during the campaign.

Total Reach % and (000s)

The percentage and number in thousands of unique contacts (people) from the target audience demographic chosen, who have seen the campaign at least once. MOVE calculates contacts by first assigning the entire Potential audience to trips that make up the average typical day (i.e. work trips, shopping trips, social trips, education trips etc). Each of these trips has a path through the market place. The relationship between this path and the signage locations with determine which signs the Potential audience sees. If they see at least one sign in the campaign then they are included in Total Reach.

Traffic Count

Recording of vehicles and occupants passing, one way, a given point in order to establish Daily Effective Circulation (DEC).

Traffic Flow

A graphic presentation of the traffic volume upon any system of streets, arteries or highways, indication by width of lines which vary with the amount of traffic carried.

Transit Advertising

Those outdoor media appearing on the exterior or interior of public transportation vehicles or stations (buses, trains, trams, taxis, commuter rail, subways, platforms, terminals, etc.) and airports.

Travel Mode

The mode of travel used by people when passing advertising signs - that is, walking, cycling, driving, commuting as a private passenger or commuting as a public transport passenger. The mode of travel has a bearing on the audience measurement results.


A display embellishment which, through use of a triangular louvre construction, permits the display of three different copy messages rotating through a predetermined sequence.


VIEW Management

The consortium chosen to develop the audience measurement system for MOVE, headed by the Brisbane-based transport and travel modelling company, Veitch Lister Consulting (VLC).



A standard demographic in MOVE meaning all women aged older than 14 years. See Reach Curves.


A level of frequency, or a point in time, when an advertising message loses its ability to effectively communicate.