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

Environments

MOVE measures a range of OOH environments. Broadly, they are grouped into three areas and are described in more detail below:

  • Roadside: encompassing any format that can be seen when traveling or walking along a road.
  • Transport: encompassing any signage inside public transport venues such as train stations, inside airports, bus and tram terminals and inside buses and trams.
  • Retail/Lifestyle/Other: encompassing environments mainly associated with shopping centres.

Roadside Audience Measurement

The OOH Roadside format holds approximately 30,000 outdoor media faces within the five Primary Cover Areas (PCAs). Roadside audiences - drivers, private vehicle passengers, public transport commuters, pedestrians and cyclists - are measured according to their demographic profile, the mode by which they travel, and the market in which the advertising faces are located.

Roadside Static Faces

Cuende Infometrics provides MOVE with software that automatically calculates the total potential viewing audience locations around every static roadside advertising face.

Using its trademark Zone of Visibility, the Cuende process only includes people who have sight lines to the advertising face based on factors such as distance of viewing, orientation and land use.

Cuende identifies from Zenith the specific Opportunity to See (OTS) audience points for every static roadside face within the MOVE system. This information is then used to extract from Zenith the relevant OTS for each static face.

Roadside external moving faces

A Transit Model was developed to accurately calculate the total potential audiences of external advertising faces on public transport vehicles (buses and trams) using Zenith.

Click here to download more about Roadside Audience measurement in MOVE

Transport

Transport advertising within railway stations and bus terminals can be viewed at the entrances to concourses, on the concourses themselves, and on and across platforms. Out-of-Home (OOH) advertising faces have been classified within the MOVE system to reflect their exact position within the railway or bus station against individually coded maps for each location.

Airports

MOVE measures signage within an airport and outside the entrances eg taxi rank as Airport Internal. Airports are destinations not just for travellers but also others such as 'meeters and greeters' and those who work within the location.

The Zenith Transport model provides the destination volume for each airport based on only the resident population from the Primary Coverage Area (PCA). To understand where travellers, meeters and greeters and workers go and how frequently within an airport, MOVE undertook a survey of movements by these groups. From this survey a number of attractors and corridor types at airport terminals were identified and used to determine the flow of audiences past Internal Airport advertising faces:

  • Check-in counters
  • Security screening
  • Retail areas
  • Baggage claim
  • Taxi ranks
  • Club lounges.
  • Food courts
  • Airport entrances
  • Arrival/departure gates

Buses and Trams

MOVE measures the signage associated with buses and trams, both attached externally to the vehicle and inside the vehicle.

Signage is allocated to a particular bus or tram depot. MOVE then calculates the audience for each side/rear/inside of a vehicle separately based on the routes that depot services. Each sign receives an equal portion of the total audience for all routes at the depot.

This process takes into account a range of factors including the variability a bus/tram may service any route, the position of the sign on the vehicle and size of the sign.

Railway Stations/Bus Terminals

Transport advertising within railway stations and bus terminals can be viewed at the entrances to concourses, on the concourses themselves, and on and across platforms. The allocation of audiences within a railway station is determined by the number of entrances to the station, the number of platforms in the station, and the number of platform entrances.

Outdoor advertising faces have been classified within the MOVE system to reflect their exact position within the railway or bus station against individually coded maps for each location.

Click here to download details about Transport Audience measurement in MOVE.

Retail

People interacting with signage within a shopping centre and its entrances are measured as Retail. These trips include shopping as well as employment, personal business and recreational trips.

To achieve this MOVE uses the Zenith models allocation of total trips to individual shopping centres. A separate model was developed, based on 6000 exit interviews of centre visitors, for MOVE to ascertain what particular attractors influenced the audiences’ movements, and where they interact with internal signage.

The distribution of audiences within shopping centres in influenced by floor levels, precincts within the centre (supermarkets, department stores), the number of entrances for the floor, corridor type and proximity to escalators, as well as the centre classification itself.

MOVE classifies and maps each shopping centre measured. Signage is then classified with the applicable attractors relevant to that sign from the map.

Click here to download more about Retail Audience measurement in MOVE.