Research & Partners
VLC collaborates with a number of partners within the outdoor advertising industry.
The MOVE AMS system was the culmination of years of work by a consortium of Australian and international research leaders, led by Veitch Lister Consulting (VLC). Other members of the consortium included:
- Mr Simon Cooper, architect of the UK's POSTAR system and provider of MOVE's visibility research used to produce the Likelihood To See (LTS) measurement results.
- Cuende Infometrics, a Spanish based company licensed to provide the ‘Zone of Visibility' which determines total viewing audience around roadside static advertising faces.
- Taylor Nelson Sofres (TNS), the global international research company responsible for a number of specific surveys.
- Access Testing, responsible for the Australian eye tracking study.
The Zenith travel modelling system underpins the entire MOVE system and provides the comprehensive transport, land use, population and travel behaviour statistics necessary to drive the model which determines the total audience past an advertising face - that is, those people with an Opportunity To See (OTS).
This OTS audience driven by the Zenith transport model is then further distributed into internal environments such as airports, shopping centres, railway stations and bus terminals using specialised models build specifically for the MOVE project. These enhancement to the Zenith system facilitated the measurement of all OOH audience environments, making MOVE a world first.
MOVE has also been developed to meet world's best practice as defined by the European Society for Opinion and Marketing Research's (ESOMAR) Global Guidelines. A key requirement of these Out-of-Home Audience Measurement guidelines is the provision of a visibility adjustment to the audience measurement results so that only those people with the Likelihood To See an OOH advertising face are included.