Posted on Feb 25, 2010 - 09:03 AM

This week saw the long-awaited launch of MOVE, the first industry-wide audience measurement planning tool for outdoor media in Australia.

MOVE, which stands for Measurement of Outdoor Visibility and Exposure, is modelled on the visibility-based methodologies currently being used in the UK and Europe, and covers approximately 60,000 individual advertising faces.

The system introduces a “Likelihood To See” (LTS) index, determined by taking total audience numbers for a particular site and applying a range of visibility factors such as size, position, whether it is illuminated and the speed at which a person is passing a site.

TorchMedia’s national Torchlite portfolio is currently covered by MOVE, with 844 panels at 42 of Australia’s leading shopping centres measured by the new system.

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