OMA upgrades MOVE with Neuro Impact Factor application

The Outdoor Media Association (OMA) of Australia has launched a suite of innovations as an upgrade to the industry’s audience measurement system MOVE (Measurement of Outdoor Visibility and Exposure). A media release issued by OMA states that MOVE 1.5 will introduce an accurate measurement for digital campaigns and a qualitative metric, the Neuro Impact Factor which goes beyond attention to measure the impact it has on some people who see OOH advertising.

MOVE 1.5 will report reach and frequency for digital signs based on impressions by accounting for audience dwell, sign dwell and Share of Time bought. The release cites that this is an interim step while the industry upgrades to a new measurement tool MOVE 2.0 in 2024.

Charmaine Moldrich, CEO, OMA & MOVE, said: “The Media Federation of Australia's committee the Outdoor Futures Council, have worked very closely with our members to bring these innovations to market. The partnership has helped us build these new tools to specifically meet the changing needs of planners and buyers. The launch today marks another step toward empowering clients and agencies to make more informed campaign decisions by putting more data in the palms of their hands.”

“MOVE 1.5 gives buyers more accurate reach and frequency scores for their digital campaigns. The jewel in the crown is a new qualitative measure, the Nero Impact Factor, which goes beyond attention to measure the impact campaigns have on audiences. These innovations give planners and buyers the ability to optimise their OOH spend based on the objectives of the campaign, be it awareness building or sales,” she said.

The Neuro Impact Factor (NIF) has been added to MOVE 1.5 using data supported by the OMA’s neuroscience study which measured the key moments of memory and emotion peak in the brain to evaluate the impact of OOH signs. Both memory and emotion are key neuroscience metrics associated with the mental availability which is linked to effective advertising campaigns.

Pia Coyle, Managing Director of Avenue C and Chair, Outdoor Futures Council, said: “We’ve always known there is more to Outdoor than what we could prove. Now we’ve got the proof for this extra dimension that goes beyond reach, frequency, site-card, or location to bring that to life — it’s pretty exciting.”

In tandem with the launch of MOVE 1.5 the industry has also introduced new industry standards. Standardisation will streamline the buying and selling of OOH advertising and will give planners and buyers greater clarity through agreed criteria for terminology, geography, screen ratios, insertion orders and Share of Time (SOT). SOT Is a new method for transacting how digital signs are bought. SOT is the percentage of the share of display time advertisers receive out of the total display time in an agreed buying period. Included in the consideration of the percentage of SOT bought are other advertisements, programmatic content, and other content including industry promotions, commercial and editorial content. SOT makes it easier to buy by location and by environment, in turn helping advertisers meet their desired campaign objectives.