OMA’s - Neuro Impact Factor

The audience measurement of Out of Home in Australia is delivered by MOVE (Measurement of Outdoor Visibility and Exposure).

MOVE measures audience volumes, reach and frequency account for the viewing of a sign based on the Likelihood to See (LTS). When determining audience results, the LTS includes characteristics of the sign (i.e. size, location, angle of viewing, illumination, type, ad play length and share of time for digital), the environment (roadside, station, shopping centre, airport and public transport vehicles) and audience mode (drivers, passengers and pedestrians, including audience, dwell for digital).

Like many countries, MOVE utilises the results of eye-tracking studies to measure differences in these characteristics. MOVE’s eye tracking data defines that viewing has occurred based on a single glance of

200 milliseconds in length. With all environments and all audience modes (eg. Drivers, passengers, pedestrians etc.) following the same 200-millisecond rule.

The OMA members wanted to understand better what happens when viewing occurs. The study undertaken looked to deliver on three main areas:

1 The impact of classic and digital formats on the audience.

2 The impact of classic compared to digital: the prevailing thought is that digital has an ‘X-factor’.

3 Building the results from the research into MOVE as an additional qualitative tool.

The OMA and MOVE turned to neuroscience and commissioned Neuro-Insight to measure the audience’s subconscious reaction when viewing Out of Home signs - here are their findings.