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

Method

Design and Methodology

The MOVE system uses a comprehensive travel and transport model in association with discrete environmental models to determine total audiences interacting with individual Out-of-Home (OOH) faces.

The model applies a Reach and Frequency Model to determine how often individuals, by demographic, interact with OOH advertisements in a given market, or markets.

Final results are based on actual audiences - that is, those who most likely saw an advertising face. The LTS (Likelihood to See) has been derived from more than 15 years of visibility research using a range of eye tracking studies to determine what factors influence a person's likelihood to see a face.

Click here for a list of OTS and VI factors.

Below are a series of fact sheets which explain the various Models and processes used to design and build the MOVE system:

Site Classification

The MOVE system contains approximately 60,000 individual advertising faces across the Out-of-Home (OOH) sector.

Every single face within the MOVE system receives an audience measurement result. These single results are then combined to provide total contacts, and reach and frequency results for ‘packages' of faces or for total media campaigns. A package can consist of one face (eg. a supersite), or several hundred faces.

Every face has a set of unique characteristics which influence the final results. These include exact location (GPS coordinates), size of the face, its orientation and whether or not the face is illuminated. Some of these characteristics are used to collect the total audience (Opportunity To See) while others influence the actual audience (Likelihood To See).

It is the responsibility of individual operators and MOVE to ensure the site classification for each face is accurate within the system.

Visibility Studies

More than 15 years of international and Australian eye tracking studies have been used to provide the visibility research necessary to develop the MOVE system. These studies have determined the various factors which influence a person's Likelihood To See (LTS) an Out-of-Home advertising face.

The majority of this research has been undertaken by Simon Cooper and Dr Paul Barber who worked on the successful POSTAR audience measurement system for the United Kingdom's outdoor media industry. POSTAR was the first to base its audience measurement results on LTS, or Visibility Adjusted Contact (VAC) as it is known in the UK. Mr Cooper was commissioned by MOVE to develop the LTS for the Australian project.

An Australian eye tracking study, undertaken by Access Testing in late 2007, was used to help determine visibility factors specific to the Australian conditions.

LTS is the result of applying a Visibility Index score(s), known as the VI, to the total audience passing a face. The VI is the combined values of all the visibility factors impacting a single face. The VI applies either to the face itself (eg. size, illumination period) or to the passing audience (eg. speed of passing pedestrian, passenger or driver).