OMA Annual Report 2016 OMA_Annual_Report_ForPrint_5_23 | Page 44

Our ongoing transformation
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SECTION
07
MOVE 2016 data update
Out of Home (OOH) audiences are growing faster than the population as
a result of urbanisation. From 2010 to 2016, OOH audiences grew by
20.3% compared to the population growth for the same period of 13%.
OOH audiences
are growing.
and employment levels across more
than 17,800 separate travel zones;
changes to transport infrastructure;
changes to public transport routes; new
The 2016 data update revealed that the signs; and updates to trip attractors in
national audience for OOH has grown each travel zone, including shopping
by 2.8%, year-on-year, across the five centres and school enrolments.
mainland capital cities measured by Also included in this update was a
MOVE, and across the suite of OOH new format – the measurement of
formats, marking a sixth consecutive Sydney Light Rail (advertising on
year of growth. The 2016 update also the inside and outside of light rail).
saw 200,000 more people, on average,
in OOH environments each day. OOH The number of locations measured by
can now reach 12.4 million people MOVE has also seen a massive increase.
each day, who are making a total of MOVE now measures 504 shopping
52 million trips daily. The numbers centres, a 236% increase from its launch
result in an increase in exposure in 2010. This scenario is typical across
for the vast majority of the 80,300 the OOH industry, where development
advertising faces measured by MOVE. in existing Outdoor formats by MOVE
members is creating more opportunities
The 2016 data update also incorporated
for clients to connect with customers.
new data including: updated Australian
Bureau of Statistics (2014); population
O O H AUD I E NC ES 201 6
42
2.8% I NC RE AS E I N
O O H AUD I ENC E
YE AR- O N-YEAR 200K MOR E PEOPLE
IN OOH
SPACES DA ILY
52M DAI LY TRI P S
TH RO UGH
O O H S PACES 12.4M PEOPLE
R EACHED BY
OOH DA ILY