Design and Methodology

The MOVE AMS system is built on the back of the Zenith Transport Model which predicts movement of a population as they go about their day to day business. By itself this isn't sufficient information to adequately measure Out-of-Home (OOH) audience so significant enhancements have been made to Zenith to produce the Zenith for Outdoor system which combineds a comprehensive travel and transport model in association with discrete environmental models to model audience interaction with OOH faces of a variety of formats.

The key enhancement provided by Zenith for Outdoor are:

• Specialised models for special destinations such as airports, rail stations, bus terminals and shopping centers
• Population synthesis to provide rich demographic information
• Reach and Frequency modelling to analyse people's behaviour over time instead of on a single day
• Visibility adjutment modelling to determine a person's Likelihood To See (LTS) rather than their Opportunity To See (OTS)