Media planners will have a deeper understanding of the reach of outdoor advertising by demographic following an amalgamation of consumer metrics from the Outdoor Media Association and Enhanced Media Metrics Australia.
The association announced the currency measures from its out-of-home audience measurement system MOVE would be integrated into emma – a cross-platform audience insights survey developed market research firm Ipsos – by early 2016.
The move would allow emma subscribers to compare emma’s media, demographic, attitudinal, lifestyle and product consumption variables against formats measured by MOVE which include roadside and airport.
Enhanced local area marketing insights will also be available through the fusing of MOVE data with geo-demographic audience profiling tool geoemma.
MOVE general manager Grant Guesdon said a cross-media analysis in emma with MOVE would help agencies and clients identify the value of out-of-home advertising. “More importantly it will help advertisers better plan their investment decisions,” he said.
“As an industry we now want to supercharge outdoor’s recent growth and emma provides the perfect vehicle for that purpose along with Ipsos’ expertise in media data fusion, really establishing outdoor audience data in the media channel planning space.”
The project will constitute the first-data driven initiative for the outdoor industry in 2016.
The Outdoor Media Association partnered with Ipsos after a competitive tender process involving three other research companies.
Ipsos Media CT managing director Simon Wake said yesterday’s announcement was an important endorsement for emma from the outdoor industry.
“Ipsos will be first to market with the MOVE data,” Mr Wake said. “It shows great faith in emma’s position as the future of audience measurement.”
The announcement of this partnership follows a stellar year for the out-of-home advertising sector.
In November, the out-of-home industry reported its tenth straight month of year on year growth for 2015 with year to date revenue having increased by 16.1% to $454.8 million for the same time last year.
Outdoor Media Association chief executive Charmaine Moldrich said the sector was now in a “very enviable position” as other traditional media channel audiences fragmented.
The partnership follows another deal between Ipsos and international audience data firm Eyeota that transformed emma into actionable audience data segments.