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Tuesday 2nd March 2010
MOVE LAUNCHES WITH AIRPORT DATA
LONDON – Leading airport media specialist, EYE, is proud to announce that MOVE, the first Out-of-Home audience measurement system, worldwide to incorporate airport media, was launched on February 23, in Australia.
In fact, MOVE, which stands for Measurement of Outdoor Visibility and Exposure, is the first Out-of-Home audience measurement system in Australia and covers all major Out-of-Home formats and environments, including roadside billboards, posters, street furniture, railway stations, transit, shopping centres and airports.
EYE is proud to be a founding member of MOVE and has long been committed to driving accountability of the Out-of-Home industry. EYE is one of the five major outdoor media companies in Australia which, together with the Outdoor Media Association (OMA), provided AU$10 million equity and resources to develop the system over three years. A grant of AU$830,000 from the Federal Government’s Industry Co-operative Innovation Program (ICIP) was also awarded.
Cassandra Thomas-Smith, Global Insights Director, EYE commented: "As part of our strong commitment to accountability, during the set up stage EYE were pivotal in ensuring that airport media was part of MOVE. So it's a very exciting time for EYE as Australia is the first country worldwide to incorporate airport internals into an industry audience measurement system."
In the United Kingdom, EYE is a subscriber to Postar and is actively contributing resources to the launch of the new Postar audience data. The second generation Postar will cover all Out-of-Home media for the first time ever and will use cutting-edge GPS technology to accurately record consumers’ travel patterns and exposure to the medium.
Similar to MOVE, Postar will provide a unified currency for audience measurement across all the major out-of-home platforms. In addition to roadside formats, the system will extend its coverage of transport media to include buses, rail, taxis, the London Underground and airport media. Retail and leisure will also make their debut with the new system. The new system has been designed to reflect the growth of digital Out-of-Home and to incorporate emerging Out-of-Home formats as they enter the market.
Eye Fly manages six airport advertising concessions in the United Kingdom including Manchester Airports Group (MAG: Manchester Airport, East Midlands Airport, Bournemouth Airport and Humberside Airport), Cardiff Airport and Belfast International Airport in Northern Ireland.< back
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