The Outdoor Media Association (OMA) today released its 2021 Annual Report, which highlights initiatives that have unified the industry, as well as its ongoing commitment to supporting communities using Out of Home (OOH) media.
“In 2021, we took Michelle Obama’s quote as our guide: ‘Truly strong people lift others up’. Truly powerful people bring others together. We came together in our first ever OUT-FRONT presenting three major projects: our updated MOVE 1.5 audience measurement system with Neurological Impact Factor, new industry standards and our goal to be carbon neutral by 2022,” said OMA CEO Charmaine Moldrich . .
Two initiatives have since been launched: MOVE 1.5 includes digital sign measurement using sign visibility, sign dwell time, audience dwell time in all OOH environments, and Neurological Impact Factor (NIF) .
The NIF adds an extra dimension to the reach and frequency scores of MOVE 1.5. This is a first qualitative metric based on neuroscience, showing the impact of campaigns carried out on classic and digital panels.
The introduction of an industry standard provides planners and buyers with greater clarity defining agreed criteria for terminology, geography, screen ratios, insertion orders and transactions using currency by time sharing, which facilitates the achievement of campaign objectives.
The report highlights another milestone achievement in 2021: the first Healthy Eating Campaign in partnership with the Australian Government’s Department of Health. This initiative is part of the OMA’s national health and wellbeing policy, put in place to support the government’s efforts to reduce the problem of overweight and obesity.
The Add an Extra Handful of Vegetables campaign, valued at $3.2 million, reached 9.4 million people. Among parents who recall seeing the campaign, 80% said they were encouraged to make healthier choices for their children’s meals.
“Our signs have the power to influence positive behavior change and we recognize that it is our responsibility to use this power for good. Acting as public billboards in our cities and communities, our signs deliver important public health, safety and wellness messages while being a canvas for advertisers and inspired creatives,” Moldrich continued.
“In total, OMA members have donated $123 million worth of free media space and services, supporting more than 160 nonprofit organizations, including arts, sports and charities, across the country. nationwide in 2021.”
The report highlights that 2021 saw the most significant growth in OMA membership with 10 new members joining the Association, bringing OMA closer to 100% industry representation.
“Our spike in audience measurement investment has fueled our growth as an association. We have committed $17 million to the development of MOVE 2.0 which will measure audiences for digital and static billboards nationwide in the Metro, as well as in regional Australia. MOVE 2.0 will provide metrics that allow for seasonal audience variations, with detailed data allowing users to see audience changes by hour, week and month. Together with agencies and clients, we are ensuring that the new system tells the full story and works seamlessly,” concludes Moldrich.
MOVE 2.0 will be launched in 2024.
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