MOVE Methodology Data Richness

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What is MOVE?

By integrating millions of data points from validated sources, MOVE captures the full scope of audience behaviour and viewability. Using advanced metrics like the Realistic Opportunity to See (ROTS) and Visibility Adjusted Contacts (VAC), it provides the most robust and precise insights for media owners and agencies across all Out of Home (OOH) formats.

Who MOVE measures

MOVE delivers a deep understanding of the movement and behaviour of over 20 million Australians aged 14+. It's built on a synthetic population, and includes international travellers aged 15+, based on data from Tourism Research Australia's International Visitor Survey.

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People Movements

The movements of the synthetic population across Australia are shaped and determined by four distinct sets of behaviour models. Each of these models integrate multiple validated data sources to provide a rich understanding of people movements. These movements undergo 491 acceptance tests, including calibration against real-world data, to ensure accuracy and alignment with observed behaviours.

Data Inputs of the Behaviour Models

Measuring the different Out of Home environments requires more than just one single data source. MOVE combines first-hand and third-party data to create a detailed picture of audience movements, from modelling every road segment in Australia to tracking trips second by second between Points of Interest (POIs) using Multi Sensory Tracking (MTS) surveys.

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Maximise Reach, Frequency and Impact

By overlaying the characteristics of over 150,000 individual signs with people movement data, MOVE delivers granular, sign level data across all OOH formats. It measures when signs are viewable (ROTS) and applies an attention filter (VAC) to calculate Reach and Frequency. Additionally, Impact (Neuro Impact Factor), helping you optimise both classic and digital campaigns.

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. The 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.

Want to know more about MOVE?

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