Frequently Asked Questions

MOVE FAQ

The following FAQ are for typical day to day user issues or the basics of MOVE. For more extensive issues please contact MOVE at [email protected]

KEY Qs

How do I get a login? Click here

Forgotten my password! Click here

Why won't MOVE let me run my proposal or campaign? Proposals have a 30 day default unless longer duration was requested. Check expiry date of your proposal(s).

Why does the reporting queue appear not to be processing?Check ‘All - Waiting’ for ETA. If still experiencing issues please contact MOVE.

Can I get hands on training? MOVE arranges periodic hands on training sessions in each market. Specific training sessions can also be arranged for larger groups. Please contact MOVE.

GENERAL Qs

What is plan by format (PBF)? This feature enables users to look at heavy, medium and light weights within each of the formats against different durations and demographics. Different combinations of formats and weights can be reported on. The results are based on the average of a number randomly generated schedules. Note: The weights are relevant to the format, not between formats. For example, 'Heavy weight' may cost different amounts for each format. Click here to access PBF.

What is a default duration? This duration refers to the amount of time that the face will be displayed for.

Who do I contact for issues regarding MOVE? For any issues, contact MOVE or telephone 02 9357 9900 in Australia during normal business hours AEST.

What can I do to plan and evaluate a campaign in MOVE? Determine campaign weights and formats using Reach Curves and Plan by Format analysis.

• Analyse specific package responses to a brief in the Proposals section. Contact your outdoor company representative with a brief.
• Analyse your total campaign by combining Proposals sent to you through MOVE.

How long will it take me to run a report? Typically you should only have to wait a few minutes for most requests. When you run a report, it will first seek out whether the information has been sourced before by other users. In these instances the time taken to run the report will be minimal. If the report is processing new information it will first go into a queue. Information will then be processed by accessing up to 10 computers per market. The report running time will therefore be dependent on the number of prior requests in the queue and the amount of processing time involved per report request.

When is a MOVE ID created? When an Operator first enters a face into the MOVE system it is allocated a unique MOVE ID. This MOVE ID remains attached to this face for the duration of its lifespan with that Operator.

What is the process for a face to be accepted in MOVE? MOVE will validate all new face entries. In addition, MOVE may require the Operator to provide proof that the face exists or will exist in the future within a reasonable amount of time (to allow for new signage not yet built to form part of the next update). If MOVE believes any incorrect details have been entered or require further clarification on a face then it will be rejected and the operator notified with the reasons why. The Operator will then need to respond to this and resubmit the face. Once a face has been accepted by MOVE it will be included in the next available system update.

How do I add, delete or edit a face? All these functions are available within the Sites tab. Only users authorised by their company to perform ‘Admin’ or ‘Site Manager’ functions can access these.

What affects the audience measurement score in Site Classification? Each format type has several key fields that will affect its final Likelihood To See (LTS) score. These can be broken down as follows;

• Roadside - Longitude, Latitude, Face Height, Illumination Format, Illumination Period, Orientation.
• Retail - Floor level, Escalator Vicinity, Department Storefront, Supermarket Precinct, Corridor Type.
• Train Station - Location in Station, Percent Boarding, Percent Alighting, Visible Links, Platform Position, Number of Platforms Visible.
• Buses/Trams - Route service by depot, position on vehicle.

All faces will have their size (Horizontal Face Length, Vertical Face Length) affecting its LTS score

How can I recover a site entry I have deleted? If you need to recover a face that has been deleted accidentally please contact MOVE on 02 9357 9900 or at [email protected] The MOVE database stores all data, however the software shows only ‘live’ information.

What steps do I take to process a site classification entry to keep it current? Site Classification details should be updated with any changes to faces as they occur. At predefined dates ‘snapshots’ of the entire database is taken which are then processed to produce new audience results.

What does MOVE measure? MOVE measured the audiences of all major Out-of-Home (OOH) formats within the Primary Coverage Areas (PCAs).

How is the MOVE Methodology worked out? Detailed information on the MOVE methodology can be found here.

How often is the MOVE data updated? The data is updated annually, typically in March. Click here for more information.

I need to access a proposal/campaign my colleague created, how can I do this? There will be a user in your company that has 'Admin' or 'Site Manager' access rights and they will be able to share the report/campaign with you. If you are unsure of who this is, please contact MOVE.

What does it mean when I am trying to use a package with sub-packages but one of the sub-packages is in black instead of green (not accessible) and I cannot find it in our ‘company’s posted packages’. It doesn’t appear in 'my company’s posted' as it has not been posted. You don’t have to post it so that so that you can use it, but it does need to be shared with you somehow so the system knows you have the right to run it in a report. This can be done by either posting it (but then everyone in your company will see it) or by having the creator share it with you specifically using the drop down list in the package. Once it’s shared with you it should no longer be black in the package of packages. Once it’s shared with you it should no longer be black in the package of packages.

I am trying to run a campaign but one of the packages is not appearing, why? Chances are it has expired. Any proposals that have expired will not come up in the campaign builder list. You will be able to see it on your proposal list in black text, not green, with the word 'expired' on it. The proposal needs to be resent with a new expiry date (default is 30 days), contact the Operator to do resend.

Frequently asked questions about digital measurement

What is the difference between MOVE LTS contacts and MOVE 1.5 LTS impressions? MOVE measures the audience of an advertisement displayed on a sign/screen.

In MOVE this was based on people travelling past a sign and if eye tracking said they looked at the sign they were part of the audience, ie. one LTS contact equals one person looking at the sign. Which is all that is needed when the creative advertisement doesn’t change.

MOVE 1.5 accounts for the fact people travelling past a digital sign will be exposed to more than one advertiser and importantly this may mean being exposed to the same advertiser more than once (because of the length of their dwell, length of the ad play or the SOT bought). To measure this, MOVE 1.5 is essentially calculating an audience for each ad play the advertiser has on the digital sign, ie. one LTS impression equals one person looking at a single ad play on a digital sign and for classic it means one person looking at the sign.

I always knew MOVE scores weren’t accurate for digital, so I used to divide them by the Share of Time. Why are the impressions so much higher than that? The way digital out of home media is seen by audiences is affected by more than just the SOT bought. In particular, the relative dwell time of the audience seeing the campaign. For example, a pedestrian waiting at a train platform might see a full rotation of a set of ad plays on a digital sign. For that pedestrian, they will see multiple impressions of a single campaign.

MOVE 1.5 factors in SOT, average dwell time by environment and ad play length to calculate an adjustment factor to current audience (which already includes sign, location and audience attributes) to deliver an accurate impressions score for the campaign.

Does MOVE 1.5 take into consideration length of ad play? How does this affect score? Yes, length of ad play, called Movement Duration in MOVE site classification, is one of the campaign attributes that is factored into the calculation of LTS impressions. Signs with a long Movement Duration will have a longer time to capture more people passing the sign. However, depending on the number of advertisers in the rotation (SOT) they might also have less opportunity for people to see multiple rotations of the same advertiser. Audience dwell time has a significant impact on the number of ad plays the audience can see.

Won’t the campaign creative affect impact? Creative will affect the impact of a campaign but MOVE 1.5 is measuring the average impact of the format and not the creative. MOVE 1.5 is reporting an average NIF score for campaigns.

How has the effect of creative been negated? Creative has been negated through the scale of the study. Across the 800 locations used in the study there were thousands of creative on display during the study period, which Neuro-Insight believe has largely negated the effect of creative.

What were the average number of peaks for Out of Home? On average a digital sign produced five peaks compared with three for classic. The higher number of peaks along with their strength is why digital achieved a 63% higher NIF score.

Why are the NIF scores higher than 1?The NIF score includes the frequency and strength of peaks that occurred for each format. A number higher than 1 means more than one peak in either long-term memory encoding and/or emotion intensity has occurred when people looked at the format.

Why aren’t there more format splits in MOVE 1.5?There are two reasons why MOVE 1.5 doesn’t include more types of impact splits.

1. MOVE 1.5 uses existing audience data in MOVE and as a result is constrained by where existing audience splits int data are stored. For example, NIF scores don’t account for the variation in impact at night that exists for roadside signs due to illumination, because the total weekly audience is not stored by day and night differences. Whereas audience is stored by mode enabling impact splits by mode possible.
2. Factors are based on the current analysis of the million data points, and a more comprehensive set of splits is expected in MOVE 2.0

Frequently asked questions about MOVE 1.5 reports

Which metric (OTS or LTS) should we use when reporting to the clients? LTS, as it is the measurement currency.
The LTS takes into account:
1. the audience had the opportunity to see the sign (it was viewable),
2. the amount of those people that looked based on visibility data (ie paid attention),
3. and in the case of digital another step to determine if they looked at the campaign ad plays (based on format factors that account for audience dwell, ad play length and SOT% bought).

OTS only measures if the sign was viewable and does not include 2 or 3 from above.

When would I use the OTS? If a MOVE members audience data is being compared with data from another company/source the OTS is a more accurate comparison. The LTS audience includes visibility data to measure only the audience that is looking, while other measurements are predominantly OTS.

Which metric should we use when calculating CPM? LTS impressions as it covers the impression delivered by the campaign and is the industry agreed currency. OTS contacts should only be used to calculate CPMs when comparing to non-MOVE measured formats or locations (where visibility adjustment is unlikely occurring).

What is an effective NIF score? Having a NIF score means the format is delivering effective impact via long-term memory encoding and/or emotional intensity of the average advertisement displayed. A format can only receive a NIF score if there were peaks occurring above the 0.7 threshold when people looked.

What is the range of NIF scores? The NIF scores range from 1.1 to 4.6, the median is 2.1 and unweighted average is 2.2. This excludes cross track TV due to a small sample size (which with its large size in the environment, full motion digital and sound produces a higher NIF).

Can agency users select SOT% for individual sites in the package? No. All users can only change the SOT% for an entire package (or sub package either setting up the package or running a report. The only time each sign within a package can have a different SOT% is if the default SOT% is used, and this SOT% value comes from the site classification which stores the normal SOT% for a sign as set by the seller).

Does the NIF score take in to account special builds? No, the NIF score is an average score for the format. The creative execution nor the sign structure is not being measured, only the standard display area of the sign is covered by the NIF.