MOVE Reports

MOVE simplifies the planning and buying of OOH by producing audience measurement results for any combination of formats or tailored packages. As well as providing results numerically, an inbuilt mapping functionality visually displays the reach of a campaign against the chosen demographic and market(s).

Considerations when analysing your reports

MOVE has a complex methodology to measure OOH. Some additional factors to consider when assessing OOH campaigns are:

• MOVE visibility scores are based on the same length of eye fixation on the space, which is long enough for the visibility results to confirm people have looked t the sign. The length of exposure does not differ based on environments or travel mode, therefore different lengths of exposure could have an impact on creative and message uptake rates. Longer exposures in some environments and travel modes should be included as an additional consideration when evaluating reach and frequency.
• Each market measures the population inside that market only. Approximately 95% of total travel within a market each day is made by the residents of that particular market. The remaining 5% will include people from intrastate, interstate and overseas who are not included in MOVE. At the entry points to the market (i.e. airports) this can be quite a significant portion of the total people in that location that are no accounted for.
• MOVE provides measurement for static panels; it currently does not reflect audiences for digital panels with multiple executions.

• MOVE enables reporting across full Primary Coverage Areas (PCAs) and sub areas, it’s important to ensure you are comparing like-for-like geographical areas across campaigns as the potential audience will vary based on the geographical area measured.

If you wish to have a deeper understanding of how reports work in MOVE, click here to register for an upcoming training session or contact us.

If you want to know more about MOVE reporting terminology click here to visit our glossary page.