MOVE, the audience measurement system for the Out-of-Home media industry launched earlier this year, has just released new functionality, as well as updated data for the Sydney market.
MOVE, a world first in its coverage of all major Out-of-Home formats, now delivers even more to users. The new enhancement, Plan by Format, will enable users to view and cross-analyse reach and frequency of different Out-of-Home formats for different weights and durations, giving users more data and flexibility.
New Sydney data has also been released ensuring results reflect the current market conditions. The MOVE data for all markets will be updated annually, with the next full release due April 2011 to take into account new sites, new transport infrastructure and population changes.
Following agency feedback, additional software enhancements will be released at the same time, giving even more functionality.
OMA CEO Charmaine Moldrich said the feedback from users of the system had been backed up by positive industry revenue growth. “The Out-of-Home industry revenue figures have seen a strong bounce back from 2009 levels and we are confident MOVE has contributed to that.” Net revenue for the quarter, July to September, increased 30% to $111.4 million compared to $85.8 million in 2009.
The industry is committed to the continued delivery of information the advertising and marketing industry is seeking. Moldrich added “MOVE provided accountability and transparency but we have gone a step further with the recent release of independent econometrics research proving that OOH returns a high ROI as a standalone medium and as a media multiplier.”
Outdoor Media Association of Australia
www.oma.org.au
