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 out-of-home 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, the chief executive of OMA. "This is the first system, globally, that can track reach and frequency everywhere out-of-home, from inside shopping centres to bus shelters."
"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, the chief executive of OMA. "This is the first system, globally, that can track reach and frequency everywhere out-of-home, from inside shopping centres to bus shelters."
Another big difference with MOVE," Willoughby added, is that it works on the basis of "likelihood-to-see rather than opportunity-to-see", because of the depth of data available based on factors such as the level of illumination of a poster, its height and size."
MOVE took three years to develop at a cost of A$5 million (US$4.8 million), funded by Australia's top outdoor media owners, including Eye, AdShel, JCDecaux and Network Outdoor, and the OMA itself.
The tool is set to launch in the second half of this year. Willoughby said it would later be available for export to other markets in Asia Pacific, although for now establishing it in Australia would be priority.
Outdoor is still only 3.6 per cent of the total advertising market in Australia. However the country's outdoor advertising market grew by 12 per cent last year, outperforming rival traditional media.
