Outdoor Advertising
Audience Measurement
VLC was commissioned by the Outdoor Media Association (OMA) to develop detailed travel demand models in Brisbane, Sydney, Melbourne, Adelaide and Perth. OMA represents outdoor advertisers and the purpose of the project was to forecast the exposure levels achieved by outdoor advertisements to determine the effectiveness of advertising in different locations and as an input to pricing policies. The models and the processes developed predicted total exposure, the nature of the audience reached and the frequency of exposure for campaigns of a given length. Because of the need to reflect the effects of major tolled facilities on exposure, special techniques were developed as part of the development and application of these models.
From the OMA website:
Measuring the audiences of media is an important tool in evaluating the effective reach of advertising campaigns.
The Australian Outdoor Media Association is in the final stages of developing its first industry-wide audience measurement system, the Measurement of Outdoor Visibility and Exposure (MOVE).
MOVE will provide media buyers and outdoor media owners with direct access to a web-based planning system that will deliver accurate measurement data across a wide range of formats, geographic locations and demographics.
It draws on a range of comprehensive databases, including population statistics from the Australian Bureau of Statistics, travel patterns from at least 68,000 annual Government Household Travel Surveys, traffic and pedestrian counts, and site inventory data for around 50,000 outdoor faces.
Fore more information on the Outdoor Advertising Project, please refer to: