Out of Home Reaches 22 Million People Every Week: MOVE Data

Out of home (OOH) advertising reaches 97% of Australians aged 14+ each week, according to data from data from audience measurement system, MOVE (Measurement of Outdoor Visibility and Exposure).

The latest MOVE results show OOH connects with over 22 million people weekly, who make 95 million trips across metropolitan and regional areas every day.

The results of the audience study were unveiled at today's OMA Conference.

The latest evolution of MOVE introduces several new features, including expansion to 21 regional areas so that the system has national coverage across metro and regional Australia, seasonality and hour-by-hour insights, and measurement across all OOH formats, giving brands a granular picture of how and when Australians engage with OOH.

MOVE’s updated capabilities aim to paint a broader and more detailed picture of Australian audiences, and give media agencies and advertisers more data so they can take a wholistic look how they plan and buy across OOH in Australia. Through MOVE’s automation and interactive dashboards, this data can be filtered by demographics, geography, or campaign goals.

Elizabeth McIntyre, OMA CEO said, “As traditional media continues to fragment, OOH’s connection with Australians is getting stronger. With expanded regional coverage and enhanced measurement tools, coupled with the ability to see audience movement hour-by-hour, across every day of the year, advertisers can now plan and optimise OOH campaigns with an accuracy and depth never seen before.”

“Out of home is not just maintaining relevance, it’s growing, evolving, and proving its strength in today’s complex media environment.”

​In February, System1’s senior vice president of global partnerships, Andrew Tindall, took to the stage at a JCDecaux event to present world-first research on the effectiveness of OOH creativity. That research found 70% of OOH ads don’t work because they don’t secure brand recognition quick enough.

In response, he advised brands to employ showmanship versus salesmanship tactics to maximise an OOH campaign’s effectiveness.

System1’s study in partnership with JCDecaux showed an OOH ad with one message leads to a 4.4% uplift in key brand association, while two messages saw that result drop to 2%, and three messages saw brand association go backwards by 0.4%.

Consistency is king, Andrew argued, leading to a 14% climb in brand recognition within the two-second window critical for OOH assets, and 35% improved recall.