OMA unveils revamped Move metrics suite
The Outdoor Media Association has unveiled its new Move measurement system (styled “MOVE”) after years in development. The system models a synthetic audience of over two million Australians and their daily movements in order to predict the visibility and engagement of outdoor advertising in the real world.
The new system, formerly called Move 2.0, was described as “a complex undertaking” by OMA CEO Elizabeth McIntyre at the OMA conference in Sydney.
Elizabeth McIntyre at the OMA conference
Perhaps (and just perhaps) it hasn’t gone live because the numbers it’s spitting out don’t match what the sign operators want?
Maybe they’ll have this “fixed” by the time they have their 3rd launch!
I can hardly wait to hear how the uninspiring CEO of the OMA word salads the actual live launch sometime in the not too distant future.
And sales pitches will still be… Hey… It’s summer… People are outside more! We call them… the Outsiders. Have a look at all these beautiful billboards. Big ones, small ones. Look how many people will see it!
Want to go for lunch? I can tell you more about how big our billboards are and a great new measurement study suggesting that in winter, people aren’t not-as-not outside as you think! Brill.
Still no date for release though.
June 2 was the day for it to go live only a month ago