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Media Intelligence : 2009 - 2010
out of home Helen Investment growth within outdoor space As an industry, we launched the Outdoor Willoughby CEO, The Outdoor Media Association What sort of innovations are happening in the Out Of Home (OOH) space? Over recent years there has been signifi cant investment by outdoor media companies and suppliers in research, new technologies and products. This includes the continuing improvements to printing quality and installation methods, the new applications which invite direct engagement with consumers, including connecting with other media such as Bluetooth, and the marketing and research being undertaken both at an individual company and whole of industry level. The fi rst electronic static roadside billboard was installed earlier this year on the Young and Jackson building opposite Melbourne’s Federation Square, enabling multiple advertisements to be displayed on one screen. Awards this year to celebrate good creative and emphasise its importance to a successful outdoor media campaign. MOVE has been delayed, but when can we expect a launch, and what will it mean for the industry, both for operators and advertisers? Towards the end of 2008, MOVE was able to secure the services of Simon Cooper, one of the main architects of the successful POSTAR audience measurement system that was introduced into the UK in the mid-1990s. Simon’s 15 years experience in visibility research added considerable value to the Australian audience measurement project however, this, in itself, added some months to the project timetable. His involvement has been important given MOVE is introducing a new, more accurate media measurement currency to the market known as LikelihoodTo-See (LTS), or Visibility Adjusted Contact (VAC) as it is known in the UK. With Simon’s work largely completed, operators have been able to road test the system. Data for all fi ve markets has been provided to all operators with inventory in MOVE, as has the software which enables them to build packages and run reports. Operators have been feeding back to MOVE any issues experienced while testing the system. These are being progressively addressed and once completed the system will be ready to launch to market. How is OOH being integrated across platforms? One of the great advantages of MOVE is that it allows media buyers to easily plan and purchase cross-format campaigns. This means that reach can be built across the variety of OOH products on offer, ranging from instore displays to moving transport and large supersites. The MOVE software will display geographically the areas of reach based on more than 100 demographic combinations, multiple formats and the fi ve markets of Sydney, Melbourne, Brisbane, Adelaide and Perth. What sort of initiatives, is the OMA working on to drive the profi le of OOH to advertisers? In addition to a new Marketing Manager & Marketing and Research Assistant, the OMA has been developing strong stakeholder relations with government, media buyers and advertisers. We work with other industry associations to promote the benefi ts of marketing and advertising, as well as engaging in targeted communications to highlight the benefi ts of OOH specifi cally. Flexibility for advertising in the outdoor sector Mike Tyquin CEO, EyeCorp Australia and New Zealand What will the new MOVE measurement system mean for the industry? It is a very clear statement of intent by the outof-home (OOH) sector as to where we see our future as a measured and accountable main medium of choice for advertisers. Traditionally OOH has been regarded as a medium that has struggled against its competitors, particularly in the area of accountability and measurement. In terms of what we are delivering with MOVE, because of the nature of the methodology, we will actually be surpassing other media in comprehensiveness, what the system, will mean and what it will deliver to advertisers. For EYE, being owned by Network Ten, the television business has always been part of a measured industry approach. From a shareholder perspective, there has been a strong 51 MEDIA Trends + Strategy p48-50,52_outOfHome.indd 50 p48-50,52_outOfHome.indd 50 3/7/09 12:03:38 PM 3/7/09 12:03:38 PM commitment from Ten through EYE that OOH, for its future good health, requires measurement. What are clients typically asking for in terms of research, and how are you delivering? The two areas for us that we are seeing more requirement are around audience engagement and audience insights. One example of how we are looking at engagement is the eye tracking done across Eye Fly and Eye Study, where we have used some very well regarded and recognised technology. We have fi tted that technology, which is retina tracking lenses, to some glasses, we put people in the environment, and it tracks what they see as they move through. We launched that recently in Australia for Eye Study and we have done the same in our airport environments in the US and the UK and brought that research back to Australia. Which technologies and innovations are you integrating into your products and campaigns? We have had a range of things in place for a while, particularly in terms of Bluetooth devices that we have been operating in the last 18 months to two years. The areas we are now really focusing on are leveraging our existing digital platform across Eye Fly, Eye Shop and Eye Study. We have just launched an initiative called Accelerate that allows advertisers to almost instantaneously upload their content to our digital network. The next step that are things like week-parting and day-parting that gives advertisers a lot more fl exibility. Has your selling proposition to both agencies and brand managers undergone signifi cant changes, particularly in light of the economy? The three simple messages from us are around speed, surety of delivery and accountability. Advertiser decisions are later and closer to campaign commencement date, so we are working to be as responsive as we can. The next area is quality and surety of delivery. Advertisers have a lot of choice at the moment and a lot of it is very well priced. Traditionally OOH may not have been the most fl exible and the most certain in terms of campaign delivery but we have made a massive effort in the last eight to ten months trying to shore up the back-end delivery to ensure that advertisers have more confi dence. The last piece is all about accountability. Advertisers are looking for a higher kind of proof and insights pathway as well as developing MOVE as best we can, to deliver that.
MT Resource 2010