The models that are the basis of MOVE measure the entire trips of the resident population in a single day. This provides detailed travel patterns at each point across the market e.g. stretch of road, local train station and shopping centre. These results can be compared to verified counts wherever possible to help calibrate the model.
As the graph below shows at a single location variations of +/-10% for major infrastructure through to +/-25% occur.
At a campaign level this variation reduces to around +/-3% because the entire travel for the market is included in the model, meaning that if one location is high, another location(s) will be lower.
Opportunity to See (OTS)
Out-of-Home (OOH) is in many of the places where we play, work, travel, commute and shop. Unlike other mediums, where we have to choose to engage with it, OOH is there as part of our everyday life.
To give you confidence that people are interacting with a site, MOVE uses visibility scores (known as the Visibility Index; VI) to filter the Opportunity to See (OTS) to reflect the actual engaged audience levels. MOVE calls this measurement Likelihood to See (LTS).
Visibility Index (VI)
Likelihood To See (LTS) is the result of applying Visibility Index score(s), known as the VI, to the total audience passing a face. The VI is derived from a number of measured values around the characteristics of the face, the audience mode/time of day and the location environment.
More than 15 years of international and Australian eye tracking studies have been used to provide the visibility research necessary to develop the MOVE system.
Likelihood to See (LTS)
A Likelihood to See (LTS), score is a quantitative measure of a location's audience, that has used a range of Visibility Indices (VI) to account for the passive nature of Out-of-Home (OOH) contacts.
These scores do not account for the impact a sign may have in the market, nor do they account for the quality of the contact or interaction with the audience.
A sign on a road with a high Opportunity to See (OTS) and strong visibility can exceed a sign with higher VI in terms of its final LTS score. As can be seen from the images below the higher LTS is not necessarily an indicator of a location that may have stronger impact.
A contact in MOVE is defined as a viewing period of 200 milliseconds. MOVE is not a measure of the quality of the audience interaction in that contact period or for longer viewings.