Thursday, January 28, 2021


Home General News Ipsos appointed to overhaul OMA's audience measurement system

Ipsos appointed to overhaul OMA’s audience measurement system

Global media measurement company Ipsos has been appointed by the Outdoor Media Association (OMA) to upgrade its MOVE (Measurement of Outdoor Visibility and Exposure) audience measurement system.

The overhaul will see Ipsos perform updates to boost the capability of the system and begin to measure digital out of home (DOOH) signage, as part of a $10 million investment by the board of MOVE first launched in 2019.

The new upgraded system is set to cover all formats and environments, measuring more than 100,000 out of home locations nationwide, including regional locations.

The first phase of the investment into the MOVE metric took place in July of 2019 with a $1.3 million Neuroscience Project Study (NPS) to assess audience engagement with…

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