Why does the outdoor media industry need an audience measurement system?
Advertisers and media buyers require accurate data that shows an advertising campaign has reached the desired target audience. Before now, the outdoor media industry did not have an industry-wide measurement tool that could be directly accessed by media buyers to provide these results. MOVE not only makes this information available, but the data it produces is more accurate than most other media measurement systems because it only includes people who were likely to have seen the advertising campaign, ie; the probable audience.
