MOVE has turned on its new School Mapping Tool to ensure that products which are illegal for purchase by minors are not advertised within a 150m sightline of a primary or secondary school*.
Accurately mapping the locations and boundaries of over 29,900 schools across NSW, QLD, SA, VIC and WA, the School Mapping Tool has been designed as an additional security, ensuring Out of Home (OOH) ads are safe for both the advertiser and the public.
This innovation comes at a time when brand safety is a major concern for advertisers. Programmatic selling online means placement mistakes can happen quite easily with all advertising. For OOH the risk is much smaller, but given it reaches 93% of the Australian population each day, who see on average 30 OOH ads, it’s important the industry proactively embraces new innovations to give advertisers peace of mind that OOH is brand safe.
For an overview of the functionality of this new tool, download the presentation.
*In line with the OMA Placement Policy.