Shopper Media Group are the latest member to join the Outdoor Media Association (OMA) and Measurement of Outdoor Visibility and Exposure (MOVE).
Shopper Media is an offline media company that has a network of digital Out of Home (OOH) advertising panels in over 400 shopping centres nationwide.
“We are excited to come on board as members of the OMA. We have joined the association to demonstrate Shopper Media’s passion and commitment to driving growth in retail Out of Home. Our membership signals our desire to drive greater transparency and the utilisation of MOVE’s audience measurement currency enables us to provide unsurpassed clarity and service to our agencies and clients. On a more personal note, I am a huge advocate of growing the OOH channel and believe joining the OMA has benefits across the board, a rising tide floats all boats,” said Ben Walker, CEO, Shopper Media.
“It is great to have new companies like Shopper Media join us at this crucial and early stage of the development of MOVE 2.0. The new knowledge and energy they bring will be valuable as we evolve our audience measurement currency. Ultimately, MOVE is the gold standard in OOH audience measurement from which advertisers will trade our signs. We are focussed on transparency and saliency and are committed to representing the industry as a whole,” said Charmaine Moldrich, CEO, OMA.
In January, the OMA announced it was upgrading the industry’s audience measurement system MOVE for the digital age. The new system will measure the impact of digital signs and cover all OOH formats, locations and environments nationally, with the capability to report on seasonal and monthly variations. Development of the new system has commenced and is expected to launch in 2023.
Today’s announcement takes the total OMA membership to 32, following the addition of AdFlow, AOSCo, Think Outdoor and TOM earlier this year.
“It is great to see more OOH companies joining the association which helps add new voices, energy and diversity to the sector,” concluded Moldrich.
OMA members fall into three categories — media display companies (media owners), non-media display companies (those who provide services to the media owners) and asset owners (those who own the property where OOH advertising stands).