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Measurement across all OOH formats

MOVE provides audience measurement across more than 150,000 outdoor advertising sites in Australia. These sites are fully measurable, capturing seasonal variations over 52 weeks and covering 180+ demographic profiles - including interstate and international visitors. It makes outdoor advertising the most advanced and effective medium for advertisers.

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INDOOR

Locations such as Airports, Shopping Centres, and Train Stations.

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PLACE BASED

Small indoor environments such as Cafes, Cinemas, Gyms, Medical Centres and Venues.

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ROADSIDE

High-impact billboards, bus shelters, and pedestrian signage including malls.

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TRANSIT

Buses, trains, light rail, trams, ferries, taxis, ride share and delivery.

MOVE ensures your campaigns deliver measurable impact

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Attention Filter

Visibility Adjusted Contacts (VAC) uses eye-tracking data to create an attention filter, providing insight into how many people have actually viewed the sign.

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Viewable

Realistic Opportunity to See (ROTS) measures the audience that can see the sign, taking into factors such as ad size, proximity to people, illumination, and dwell time.

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Impact

The Neuro-Impact Factor (NIF) measures the strength of long-term memory, encoding and emotional intensity, reported by the weighted average.

Coverage and Demographics

With granular ABS mesh block zoning for precise audience measurement and demographic insights, the sophistication of MOVE ensures that trips are accurately captured and analysed. This provides advertisers with highly detailed visibility into consumer movement patterns.

Audience Targeting, Reimagined 

MOVE goes beyond measuring when a sign is viewable (ROTS), applying an attention filter (VAC) to provide Australia's most accurate audience measurement.

FAQs

You'll find answers to the most common questions from our community below. 

From Roadside to Transit, Indoor spaces, and Place Based environments, MOVE measures audiences for every single OOH sign and campaign across 5 metropolitan and 21 regional reporting zones in Australia.

MOVE at launch delivers weekly audience data that reflects seasonal variations over the course of 52 weeks, across 180+ demographic profiles, including Australians and international visitors.
The OMA will work in collaboration with the MFA to refine the future data granularity. 

MOVE models have undergone 491 acceptance tests and criteria to ensure demographics, geographical variance, trip purpose, temporal profiles, and more match observed data. The data is calibrated to real-world counts to ensure the most accurate and robust data is delivered to the market.

MOVE metrics align with global standard terminology and reflect the depth of MOVE data. Key metrics include:

Viewable Audiences: The Realistic Opportunity to See (ROTS) measure captures viewable audiences in various environments, each with its own movement model.

Filtered Attention: Visibility Adjusted Contacts (VAC) accounts for audience dwell time, play length and share of time for digital signs.

Impact: Neuro Impact Factor measures the impact of content on the audience.