The tool, called Move (‘Measurement of outdoor visibility and exposure’), is the world’s first outdoor advertising tool that can measure the reach and frequency of a campaign in any OOH medium. “The Achilles heel of out-of-home has always been that advertisers have only been able to measure traffic for large advertising formats,” said Helen Willoughby, chief executive of OMA. “This is the first system, globally, that can track reach and frequency everywhere, from shopping centres to bus shelters.”
Another big difference with Move, she added, is that it works on the basis of “likelihood-to-see rather than opportunity-to-see”.
Move took three years to develop at a cost of A$5 million (US$4.8 million), funded by outdoor media owners including Eye, AdShel, JCDecaux and Network Outdoor, and the OMA itself.
The tool is set to launch in Australia in the second half of this year and will later be available for other markets in Asia-Pacific.
