The OMA (Outdoor Media Association) is in the process of re-vamping MOVE, our industry outdoor planning and measurement tool. The highly anticipated MOVE 2.0 is expected to launch by Q1 2023 with MOVE 1.5 available in the coming months as an interim solution. The revision will see existing MOVE scores adjusted with digitisation in mind.
What you need to know:
When MOVE was launched in 2010, digital out-of-home inventory accounted for less than 15% of overall OOH inventory. Fast-forward eleven years, digital formats represented 56.1% of OOH revenue in 2020 – a significant increase.
Currently, MOVE scores do not differentiate between static and digital formats. Factors like share-of-voice / share-of-time aren’t being factored into Reach & Frequency forecasts. To put it simply, they exaggerate the audience forecast for digital formats and under-value static formats.
As out-of-home providers continue to digitise inventory, there have been increasing concerns around the accuracy of using MOVE as the industry norm of OOH measurement. The upcoming MOVE 1.5 will address part of this concern and, according to OMA, MOVE 2.0 aims to set a new gold standard for OOH measurement globally.
That all sounds promising, right?
At the time of writing, there is limited visibility and information as to the impact MOVE 1.5 will have on OOH campaigns. SOV / SOT being factored in will no doubt ruffle some feathers when campaigns that rely heavily on digital OOH formats see relatively lower forecasted reach in comparison to previous campaigns.
A key question we need to ask ourselves is whether we are prepared to accept that the current methodology is outdated.
It’s crucial we bear in mind that MOVE 1.5 results are not comparable to MOVE 1.0. The new tool will give us a more accurate read on the audience our campaigns could potentially reach. But, in a world where audience forecast and CPM play a key role in cost evaluation, this will mean comparing different OOH options will be more complex when considering additional factors like number, location and quality of sites, rotation, etc.
Since cost comparison against historical campaigns will be incorrect, we will need to gradually build up benchmarking against updated MOVE data.
MOVE 1.5 will encourage us to further investigate the role each OOH format plays in our campaign. More specifically, the combination of using static formats as well as digital formats to communicate effectively. How can we continue to leverage the dynamic nature of digital OOH from a creative messaging point of view vs messaging for static formats that’ll likely end up talking to most of our audience?
We have already seen an increase in demand for blue ribbon static sites with clients booking to secure these sites months and years in advance. Some key static sites are already sold out in 2022. MOVE scores being adjusted will further fuel the demand in static sites so clients with specific OOH requirements in mind will need to plan even earlier.
Another key factor we’ll need to consider is the cost of building reach for each OOH format. For example, large format has been widely regarded as a format that builds reach in a relatively cost-efficient manner. It’ll be interesting to see if this remains the case once MOVE 1.5 gets rolled out and digitisation is accounted for.
Realistically, there will be some short-term pain with significant effort needed to educate the market – resetting our understanding and evaluation process for out-of-home and additional scenario planning to ensure we strike the right mix between various formats.
Looking forward to MOVE 2.0, what’s in store?
While MOVE 2.0 is over 18 months away, it looks like it has all the right ingredients in the making: a robust dataset and granular measurement that breaks data down to time-of-day, day-of-year, seasonality, etc.
Instead of simply adjusting existing LTS (Likely To See) data, MOVE 2.0 will switch to a VAC (Visibility Adjusted Contacts) model that accounts for additional factors like illumination, travel pattern, etc. to provide even greater accuracy.
In the past, almost all OOH providers have used external partners when it comes to quality measurement of key factors such as quality and attention. Unfortunately, these partnerships can deliver siloed measurement via various providers, which can in turn limit the ability to have a holistic understanding of an OOH campaign.
MOVE 2.0 will incorporate an Effective Impact score which is determined through Neuroscience. The additional quality layer that is independent and un-biased will help future-proof MOVE 2.0 in our rapidly changing media landscape.
Given the expected launch is Q1 2023, it is crucial that MOVE 2.0 is progressive enough to ensure it hits the mark at that time, especially with the ongoing evolution of programmatic OOH.