Outdoor

Watch this video about MOVE

VLC are the lead developers of the MOVE AMS - the official audience measurement system for the Out-of-Home advertising industry in Australia.

The system is used by buyers and sellers of Outdoor advertising to accurately measure the geodemographic audience of any Outdoor media campaign. The system is the first in the world to cover all the major Out-of-Home environments, including roadside billboards, street furniture, airports, shopping centres, train stations, bus stops, as well as both internal and external bus / tram signage.

The MOVE system was launched in February 2010, following a five year research effort. The system has increased the credibility and measurability of Outdoor advertising, and helped fuel the strong growth in the Outdoor advertising sector. In 2010, the Outdoor industry increased its revenue by 19%, or $77 million, and increased its share of all advertising from 3.18% to 3.54% [1]. In 2011, Outdoor has continued to grow strongly, with quarter three year-on-year growth of 4.1%.

The system has a number of unique features which in combination make it the most advanced and powerful Outdoor audience measurement system in the world at the present time:

  • An interactive web-based planning and buying tool, which also acts as a site database for the industry
  • Cross format planning - outdoor campaigns can be built from any combination of formats (eg. billboards + street furniture + airports + buses + stations + shopping centres)
  • Includes all key audiences - car drivers, passengers, pedestrians, cyclists, as well as those on public transport are all measured by the system
  • Accurate measurement for individual advertising panels - the system combines best practice transport modelling with available count information, household travel surveys and Census data to achieve high levels of accuracy
  • Reach and frequency (average and distribution) for campaigns up to 84 days
  • The demographic audience profile for any panel, or combination of panels can be accurately measured against over 100 demographic categories
  • The home locations of Outdoor audiences can be pin-pointed to finely detailed areas (over 3000 areas per city)
  • Visibility Adjusted Contacts - The system calculates the likelihood that an advertising face will be seen depending on factors such as its size, angle, illumination, as well as the speed of the audience passing the face.

 

The system is endorsed by the Outdoor Media Association, the Media Federation of Australia and the Australian Association of National Advertisers.

It was developed by a consortium of companies including:

  • VLC - Project Management, System Development
  • TNS - Market Research
  • Cuende - Visibility Research
  • Simon Cooper - Visibility Research