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

Blog Posts

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

I should check these guidelines. I think it's important for me. Thanks for the info!

Juana Morales

IAB releases social media comment moderation guidelines

Read more

I didn't know about that. Thanks!

Jamison Herrmann

Twitter 'recap' helps you catch up with missed tweets

Read more

😂😂😂😂😂😂😂😂

Max Polding

What it takes to turnaround an iconic Australian brand

Read more

I spend a lot of time in my professional life as a provider of marketing solutions trying to persuade customers that CX, UX, UI and Custo...

sketharaman

Gartner VP: Why CMOs and CIOs must band together to make CX a discipline

Read more

I live the best deals at LA Police Gear.

Tyrus Rechs

6 Ways to ramp up Social Media to Your Web Design

Read more

Latest Podcast

More podcasts

Sign in