The realm of Out-of-Home (OOH) advertising has experienced a transformative surge in recent years, fueled by the rapid expansion of the digital OOH landscape. In less than 5 years, digital revenue catapulted from a modest 7% share of overall OOH revenue to a 50%, as reported by the Outdoor Media Association (OMA). To bridge the gap in measurement accuracy, the industry introduced MOVE 1.5—an essential step toward achieving precise reach metrics.
The much-needed advancement brought by MOVE 1.5 was its ability to account for digital screens, shifting the focus from assuming a 100% Share of Voice (SOV) to providing reach figures in a SOV context. This inaugural step was just the first step in delivering more reliable reach data. However, it was only a temporary measure, paving the way for the forthcoming MOVE 2.0, a groundbreaking OOH measurement platform.
As we approach the slated launch of MOVE 2.0 in 2024, I find myself contemplating the implications for both ourselves and our clients. Although it is still early days, there is merit in sowing the seeds of understanding how this revolutionary platform will impact the numbers we are accustomed to seeing.
So, what can we expect from MOVE 2.0?
One of the most notable enhancements that MOVE 2.0 will introduce is the ability to measure regional markets—an element currently absent from the MOVE platform. This innovation will empower agencies with a singular source of truth concerning national reach figures.
Furthermore, MOVE 2.0 will accommodate seasonal audience variations, enabling planners to discern audience fluctuations on a daily, weekly, and monthly basis. We all recognise that a street furniture panel in Bondi Beach naturally reaches more people in January than it does in June. MOVE 2.0 will offer the means to quantify these audience fluctuations.
These insights represent two key takeaways from the available information regarding the impending launch. But what does the launch of MOVE 2.0 mean for our clients?
Initial assessments suggest that year-over-year reach numbers may appear lower. This shift can be attributed to the provision of more precise and realistic metrics. However, it’s important to note that this is my guestimation, pending the opportunity to compare a MOVE 1.5 campaign with a MOVE 2.0 campaign once the platform is unveiled.
The landscape of OOH advertising and measurement is evolving, and as a seasoned media professional who has spent a lot of time planning, buying and even selling OOH, it’s one I am incredibly excited by.