MOVE is Data Based
MOVE is a ‘world leading’ outdoor audience measurement providing accurate reach and frequency measures for Out-of-Home (OOH) campaigns.
MOVE accounts for the fact the audience interacts with OOH as part of its daily life, by going beyond Opportunity to See (OTS) to provide Likelihood to See (LTS).
This audience result is based on the residents of the market being measured. Click here for the explanation of MOVE's coverage.
MOVE uses a top-down approach to measurement that starts with a complete picture of the travel across the total market. From this MOVE extracts the people relevant to each location.
An important part of this process involves filtering for actual "eyes on the advertising space" measurements taken from eye-tracking studies.
The following diagram shows the four stages of the MOVE methodology:
MOVE's Travel Model
The MOVE system is based on comprehensive transport and traffic models known as the Zenith Travel Modelling System. This system tracks why, where, and by what mode people travel as well as their demographic profile.
For more information about MOVE's travel model click here
Extracting the OOH Audience
Out-of-Home (OOH) companies use the MOVE software to classify their site inventory.
MOVE uses this Site Classification information to extract from the total market travel the audience that had the potential to view the signage. This potential audience is measured as Opportunity to See (OTS).
Generating Campaign Results
The travel model generates audience results for an average typical day. One of the core inputs to achieve this is behaviour derived from State Government Household Travel Surveys (GHTS) which are usually only done for a single day.
While this enables an accurate picture of Reach and Frequency for a campaign within that particular single day, no information is known about the variability over time of trip generation, destination, and modes used.
For example, the GHTS provides an accurate estimate that x% of the population will go shopping today but what we don't know from that is when x% go shopping tomorrow, how many will be the same people and if they are the same people will their shopping destination be the same or will the mode to get there be the same?
MOVE methodology incorporates travel variability from one day to the next using information gathered in its own travel survey. This survey was conducted using more than 3000 respondents travel patterns completed by diary over a 9 day period.