OUTPUT

New data from the Australian out-of-home (OOH) industry's Measurement of Outdoor Visibility and Exposure (Move) has been released, which indicates that OOH audience figures have increased across all markets by 13.6 percent.

The results reflect a 1.5 percent population growth and an increase of 1.5 percent in travel, explains the Outdoor Media Association (OMA), which released the statistics. The research system has also been updated to include new advertising sites, remove old ones and recognise site transfers.

There was also a change in methodology for the 2011 study which involved more research on how people move between travel zones, resulting in an increase of 18 percent in some markets, and greater exposure for buses.

"All updates and changes to data for 2011 are the result of changing market conditions, as well as growing intelligence on the Move system," states Charmaine Moldrich, chief executive, OMA. "We are committed to continuous improvements to the system and since our launch last year, we have continued to interrogate and fine-tune the methodology that underpins Move. We are very pleased with the 2011 results."

Move was launched in February 2010 and is owned by OMA and media owners APN Outdoor, Eye, Adshel, oOh!media and JCDecaux.