Tag Archives: apn outdoor

OOHs MOVE to audience measurement

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The Out-of-Home industry’s long-promised holy grail, MOVE (Measurement of Outdoor Visibility and Exposure), launched today.

MOVE is the first national audience measurement for outdoor media. According to the Outdoor Media Association (OMA), MOVE is globally unique in that it measures all major formats and environments. The system introduces ‘Likelihood To See’ as measurement currency – the probability that someone will see outdoor media.

The development of the system came about over three years with the fiscal cooperation of the OMA, Federal Government’s Industry Co-operative Innovation Program and the five major OOH companies: APN Outdoor, EYE, Adshel, JCDecaux and oOh!media.

According to the OMA, MOVE’s key features are:

  • Outdoor media inventory measured across the five markets of Sydney, Melbourne, Brisbane, Adelaide and Perth (same primary coverage areas as OzTAM television ratings)
  • A cross-format planning tool that will produce audience measurement results forany combination of formats and/or markets against more than 110 demographics
  • A comprehensive data base comprising:
    - Site characteristics of 60,000 advertising faces across the four categories of Roadside – billboards; Roadside – other; Transport and Retail/Lifestyle
    - Australian Bureau of Statistics Census population statistics
    - Travel information of 600,000 individual person trips sourced from 68,000 Government Household Travel Surveys
    - Land use information of each market – schools, shopping centres, workplaces etc.
    - Road, public transport and pedestrian networks of each of the five markets
    - Survey results of 15,000 respondents used to determine movement within airports and shopping centres, as well as trip variability over time
    - Eye tracking studies covering 15 years global research
  • Data stored on a cluster of 32 computers from which audience measurement results are generated, and
  • Mapping technology to clearly show geographic distribution of outdoor media campaigns.

“The outdoor media industry has taken a giant leap forward today by delivering upon its promise to provide a fully transparent and accountable audience measurement tool that will be directly available to media agencies, advertisers and OMA members,” said MOVE chairman Steve O’Connor. “Users of the system will need to enter Access Agreements with MOVE which will be provided free-of-charge to media agencies until 1 September 2010 after which a payment system will be introduced to cover new outdoor media contracts.”

Aussies to spend summer staycationing

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More Australians will enjoy this summer in their own country instead of travelling abroad than last summer according to research from outdoor advertising operator APN Outdoor.

The survey of 500 Australians from across the country found that during the 2009/10 summer, 68% of people will take a summer ‘staycation’, choosing to spend their time off at home or away locally for a weekend – a 39% increase from summer 08/09 when 49% of people said they would be ‘staycationing’.

The ‘APN Outdoor Summer Research’ study also revealed that this year Australians will take less time off work, with 58% saying they would take less than one week compared to 41% last year.

All long holidays have declined compared to the summer of 08/09, with those taking one to two weeks dropping from 24% to 18%, two to four weeks from 25% to 15% and one month or more from 12% to 9%.

Paul McBeth, general manager of marketing for APN Outdoor, stressed that job security has most people planning much shorter holidays than ever before and they also plan on spending them domestically.

“Regardless of holiday intentions, Summer is much anticipated, not just for the sun and surf, but for the great mood it puts us in. During summer, consumers are in a more relaxed frame of mind and are keen to try new things, therefore it’s a great time to advertise, particularly when more Australians than in the previous summer will be staying local for their summer holidays due to the impact of the global financial crisis,” explained McBeth.

According to the report, respondents said that regardless of whether they’d be working or not, they would spend more time at the beach (65%), hanging out with friends (65%), shopping (33%), going out for dinner (30%) or going for walks (73%).

Research reveals consumer trust is key

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APN Outdoor’s research has identified brand trust and familiarity as the most influential factors on consumer purchasing decisions.

The ‘Path to Purchase’ study explored motivating factors for consumer purchases in the FMCG, highly considered and every day categories.

The report claims, in the FMCG category, trust and familiarity are most important when selecting pain relief products, shampoo and breakfast cereal. These factors were least important when choosing clothing, beer or potato chips.

APN Outdoor found that familiarity was very important when purchasing expensive products or those that require greater consideration, including cars or home loans. 85% of consumers confirmed familiarity was a deciding factor in these purchases.

Everyday products bought on trust and familiarity included telecommunications, fast food and make-up, the report found.

78% of respondents saw shopping centres as cluttered environments, with 73% agreeing that store location was more likely to influence their purchasing behaviour than shopping centre advertising. Nearly 50% rarely noticed advertising in a shopping centre.

“The ideal formula for sales success is to build trust and familiarity during the customers’ path to purchase then remind them of this relationship at the point of sale,” said Paul McBeth, general manager of marketing with APN Outdoor.

Wind taken out of Atheists’ sails

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Who says atheists don’t have a sense of humour? The Atheist Foundation has been organising an awareness campaign, with humorous slogans such as ‘Atheism – because there is no credible evidence’.

But according to the Foundation’s president, David Nicholls, APN Outdoor has rejected its suggestion – because of the wording.

The Foundation launched the advertising campaign after members of the public contacted them after the recent success of similar campaigns by the Humanists in London.

Despite a number of other ideas presented to the outdoor advertiser, it rejected the Foundations $16,000 campaign.

“This is extremely disappointing and a severe blow to freedom of expression in Australia,” Nicholls says. “We are witnessing the result of seemingly paranoid executives interfering with pertinent social comment.”

Despite its rejection of the atheist campaign, APN has previously run ads on Adelaide buses displaying the message: ‘John 3:16 – one the Bible’s most quoted passages.’

APN has refused to comment on the matter, but one might suggest that it gets its story straight if the Atheist Foundation decides to file a complaint.