The out-of-home industry is going to invest $10 million to “revitalize” industry metrics in order to measure audiences for digital billboards more accurately. The metrics project will be carried on and managed by industry measurement body (MOVE) and will draw on best practices overseas.
Along with evolving audience metrics, MOVE plans to standardise the terminology and the way in which share of the display is priced for roadside billboards, which accounts for around 40% of all outdoor revenue in this market. The measurement body MOVE is working along with MFA and AANA on a framework for the project.
“In order to produce a metric that is fit for purpose now and into future, we will investigate various international models, as well as invest in data and research to create the next generation of dynamic audience measurement,” MOVE and Outdoor Media Association CEO Charmaine Moldrich said. The present audience MOVE metrics were initiated more than 10 years ago and are designed to measure audiences for static billboards. As of now, the scenario has completely transformed with over 47% revenue coming from digital signs. Therefore, a more sophisticated metric is required to measure the same.
“The issue that we face as an industry is how we move from MOVE, which was built in a static world when we are in this digital world now with the myriad amount of faces involved,” said, QMS national sales strategy director Christian Zavecz. “As it stands there’s no delineation between digital and static.”