MOVE looks to neuroscience-based metric for outdoor advertising

Neuroscience study to investigate traditional and digital signs impact on audiences

The Measurement of Outdoor Visibility and Exposure (MOVE) board is funding a neuroscience project study (NPS) with the goal of creating a new metric to measure digital out-of-home (DOOH) advertising.

MOVE has partnered with research firm, Neuro-Insight, to conduct the NPS, assessing audience engagement with digital and traditional OOH across formats, environments and travel modes. It is part of a plan, launched in 2018 by MOVE, to more accurately measure audiences for DOOH signs through investigating international models and conducting the neuroscience pilot study.

“As our industry embraces and invests in DOOH opportunities we are dedicated to developing a new metric to assist in measuring the results and benefits of these innovations for advertisers,” said Outdoor Media Association (OMA) and MOVE CEO, Charmaine Moldrich.

The wider industry, including agencies and out-of-home providers, are also looking to provide advertisers with greater transparency and campaign insight by embracing third-party, cloud-based technology and reporting. Last year, JCDecaux, oOh!media, Omnicom and Posterscope Australia partnered with Seedooh, an independent technology platform providing standardised reporting for the out-of-home advertising industry. And to ensure robust reporting, Seedooh has aligned with PwC to bring third-party verification of OOH data in its platform to create clear, validated and standardised reporting for advertisers, media agencies and OOH media owners.

MOVE enhances the standard measurement of target audiences, opportunity to see (OTS), by reporting the active audiences through a likelihood to see (LTS) score.

It accounts for a number of visibility factors including the individual’s mode of transportation, speed and viewing location, as well as face metrics such as visual size to the audience and illumination. MOVE introduced the LTS viewability measure in 2010, which assesses the actual audience rather than potential audience,

LTS is neither a qualitative measure of the sign nor the audience dwell, and is endorsed by the Media Federation of Australia (MFA) and the Australian Association of National Advertisers (AANA).

MOVE said the metrics will ensure OOH campaigns can be bought with the assurance that the advertising is hitting the mark. The neuroscience project is one of several initiatives the OOH industry will roll out over the coming year.

“Over the last few years, the industry has spent hundreds of millions of dollars building a modern, dynamic channel, with scale to reach Australians en masse," Moldrich said. "Out-of-home audiences have increased, growing 2.2 per cent in 2018 and now reaching 12.7 million Australians each day. We are well positioned to expand this story to include the increased impact and engagement of DOOH."

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu       

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Undoubtedly, Robotic Process Automation enables marketing teams to accomplish repetitive tasks with fewer resources at a great accuracy.

Raj

What marketers need to know about robotic process automation

Read more

who wants to date me I am 9 years old and i am a boy

Jeremy Hawkins

Sink a sub gaming experience signals Subway's renewed brand push

Read more

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

Blog Posts

Unboxing 101 - How savvy influencer engagement can build a brand

The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.

Gali Arnon

Chief marketing officer, Fiverr

​Power to the people

Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?

Rich Curtis

CEO, FutureBrand A/NZ

The playbook to develop strategic brand moats

Warren Buffet is an unlikely ally for marketers. But his belief businesses need strategic moats that increase their value in the market while acting as barriers to competitors can offer marketers a new playbook for brand building and driving growth.

Fabian Di Marco

Founder and managing director, Tzu & Co

Sign in