Ads on the MOVE

$0February 26, 2010$0 $0 $0 $0AUSTRALIA'S outdoor advertising industry is tipped to get a bigger slice of the advertising dollar thanks to an audience-measurement system unveiled this week.$0 $0$0 $0 $0MOVE (Measure-ment Of Outdoor Visibility and Exposure) is the product of nearly five years of research to develop a way of measuring how many people are likely to see outdoor advertising. It has been hailed as a world first by the industry.$0 $0$0 $0 $0The project used government data to map people's movements from home to work and elsewhere, and check what form of transport they used.$0 $0$0 $0 $0This was plotted against data gathered from 15,000 people wearing special camera-equipped glasses to measure how visible various advertising sites were to passers-by. The data was put together to generate a ''Likelihood To See'' score for every outdoor advertising position.$0 $0$0 $0 $0MOVE covers about 60,000 positions in five big metropolitan areas and includes the major outdoor advertising formats such as roadside billboards, posters and street furniture.$0 $0Source: The Age$0