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OMA upgrades audience tools, moves toward carbon neutrality

The Outdoor Media Association (OMA) has unveiled a suite of new MOVE audience measurement tools for classic billboards and digital signs that it says will make Out of Home (OOH) advertising easier to plan, buy and measure. The OMA also announced it’s moving toward carbon neutrality in 2022.

The new OOH industry initiative, showcased at the OMA’S inaugural OUT-FRONT webcast, includes an update to its MOVE (Measurement of Outdoor Visibility and Exposure) system. 

“MOVE 1.5 is a new qualitative measure based on neuroscience, the Neuro Impact Factor, giving buyers an insight into the impact of their campaigns, weighted by audience, for both classic and digital signs,” the OMA said. 

“Adding to the new measurement tools is a standardisation document, which sees the industry unite on terminology, geography, screen ratios, insertion orders, as well as a shift to selling the channel using Share of Time as the common currency.”

Share of Time is the percentage share of display time received out of the total display time over a defined and agreed buying period, including other advertisers’ content, programmatic and other commercial arrangements. Agencies and advertisers will now be able to use Share of Time when planning their campaigns, making it easier to buy by location and environment to meet campaign objectives.

In a media-channel first, the Outdoor industry also announced it is moving toward carbon neutrality in 2022. The industry will calculate the carbon output of OOH campaigns and give advertisers the chance to offset and reduce the carbon impact of their media spend.

chairmaine moldrich oma ceo 870
'Our signs reach nine in 10
     Australians each day":
      Charmaine Moldrich,
               CEO OMA

“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,” said Charmaine Moldrich, OMA CEO. “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. Giving advertisers the opportunity to get their messages to the nine in 10 Australians our signs reach each day. What’s more, over the next year we will be working to make Outdoor more sustainable by offering advertisers the choice to offset the carbon footprint of their campaigns.”

The new digital measurement metric provides 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.

“Clients and agencies always want as much data as we can possibly get our hands on,” said Pia Coyle, Avenue C managing partner and chair of the Outdoor Futures Council (OFC). “And so, while waiting for MOVE 2.0, we really wanted to be able to measure digital signs, and MOVE 1.5 does that for us. 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. It's a great addition.”

Moldrich added: “Our signs reach almost every Australian in the outdoor spaces where they live, work and play. The innovations we have unveiled at our first ever OUT-FRONT are the result of our collaboration with our members and the OFC to provide additional tools and ease of use in planning, buying, and reporting on their campaigns.”