Out-of-home industry adopts MOVE 1.5, neuroscience, share of time measures

Outdoor players commit to greater levels of consistency on measurement, standardisation and sustainability

Commitment to a new level of measurement including neuroscience qualitative measures, standardisation with a ‘share of time’ approach plus sustainability targets are a few of the advertiser-friendly measures announced yesterday by out-of-home providers.  

Announced at the Outdoor Media Association’s (OMA) first Out-Front webcast, the industry confirmed it’s moving to MOVE (measurement of outdoor visibility and exposure) 1.5 to include digital screens from 31 January 2022. This includes metrics reporting on reach, frequency, dwell time and visibility, as well as the new ‘Neuro Impact Factor’ qualitative measure across both digital and classic signage campaigns. The latter is based on neuroscience research, was developed by Neuro Insights, and is aimed at better understanding the impact of campaigns, weighted by audience.  

OMA members have also agreed to new levels of standardisation, uniting the industry around terminology, geography, screen ratios, insertion orders and shifting to selling the channel using ‘Share of Time’ as the common currency.  

The OMA explained ‘Share of Time’ as the percentage share of display time an advertiser receives over a defined and agreed buying period. This will encompass other advertisers’ content, programmatic and other commercial arrangements. The association pitched this as making it easier for agencies and advertisers to plan campaigns and buy by location and environment.  

New digital measurement metric will provide reach and frequency scores for digital signs based on the average audience dwell by environment, by ad play length, and by Share of Time bought.  

“With more and more people back out and about as restrictions ease this summer, advertisers need to be in the right places and spaces to connect with audiences,” commented OMA CEO, Charmaine Moldrich. “Not only have we made it easier to buy and measure audiences, we are also providing a measure showing the impact our signs have on audiences.”  

Outdoor Futures Council chair and Avenue C managing partner, Pia Coyle, said adopting MOVE 1.5 was an interim, important step as the industry anticipates the additional innovation coming with MOVE 2.0.  

“Clients and agencies always want as much data as we can possibly get our hands on. And so, while waiting for MOVE 2.0, we really wanted to be able to measure digital signage. MOVE 1.5 does that for us, which is excellent,” she said. “We're excited to get into the new platform and see how audiences properly move around and what ‘Share of Time’ is going to do to that audience so that we can start to understand better metrics to buy and measure digital signage.”  

Move 2.0 is due to be reviewed in 2023, launched in 2024 and will eventually encompass all out-of-home formats. Move 2.0 lead, Grant Guesdon, said while MOVE 1.5 uses broad factors to produce audience measure for digital, 2.0 will have deliver much more granular detail on individual locations and environments.  

Incorporating neuroscience into the mix now was seen as a win by oOh!media data and insights director, Tara Coverdale.

“From an operator’s point of view, incorporating a new metric that’s qualitative but backed by science and a huge study will provide us with a new way to think about the effective impact of campaigns across multiple formats and of course classic and digital,” she said.  

The question of ongoing relevance of classic out-of-home was also raised as part of the webcast. Through testing of the Neuro impact Factor and Move 1.5, Coverdale said oOh!media found classic out-of-home still playing a role driving broad reach and reach mass audiences “quite quickly”.  

“It provides that platform and scale for which digital can work on top of to drive additional impact at a campaign level,” she said.  

Sustainability also got a firm nod at yesterday’s OMA event, with the outdoor industry planning to move to carbon neutrality in 2022. To do this, providers will calculate the carbon output of out-of-home campaigns and allow advertisers to choose whether to offset and reduce the carbon impact of their media spend.  

MediaCom national head of investment, Nick Thomas, said collaboration has been vital to achieving this level of industry consistency, from partners including the OMA to clients and the Outdoor Futures Council. It’s also arguably a further alignment of out-of-home with the TV markets, another plus to those advertisers wanting to understand the complementary nature of a wider campaign approach.  

“When I think about the work we've done in the standardisation space, it's a massive leap forward for the category and something we should be really proud of in the industry,” he said. “This is going to save time, so we can spend less time transacting and spend more time thinking about audiences, planning, more about people, not screens and bring to life some amazing campaigns.”  

JC Decaux executive general manager, revenue strategy and operations, Cassandra Cameron, agreed standardisation brings simplicity to what is a diverse advertising channel.  

“It makes us easy to plan, buy and sell. That means we spend less time on admin and more time on strategy, executing and delivering really effective out-of-home campaigns for advertisers,” she said.  

QMS Media chief customer officer, Mark Fairhurst, added this was an important step as the industry looks to more programmatic and automated trading and harnessing more granular data sets for audience purposes.  

“We can’t really move forward unless we do have a common approach to share of time, for example,” he said. “Once we do that, the client at the end of the sell or the buy can have confidence they know what they’re getting, how they’re going to get it, and can report and evaluate on the performance of the campaign in a common way.”    

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