At this week’s World Out of Home Organisation’s Global Annual Congress, ECN’s Global CEO, Charles Parry-Okeden participated in a group panel discussion called “Measuring the World: The Pace Quickens”.  Out of home audience systems currently measure the behaviour of approximately 1.5 Billion people around the globe.

Chaired by Gideon Adey, CEO of Gurooh, panellists included Denise Turner, Chief Executive of ROUTE; Pawan Bansal, Chairman Indian Outdoor Advertising Association (IOAA); Mats Rönne, Chairman of the Outdoor Committee, Outdoor Impact, Sweden; and Charles Parry-Okeden.

Charles discussed Australia’s MOVE 2.0, an evolutionary advancement in audience measurement. MOVE 2.0 is a complex audience model, which tracks the travel behaviour of Australians providing a comprehensive view of audience movement across the country. Charles stressed the importance of making complex data accessible and trustworthy, a sentiment echoed by other panelists. Charles also discussed how MOVE 2.0 uses sensor data to calibrate volume counts and temporal profiles in environments like malls and airports. This integration helps create a more granular and accurate picture of audience behaviour.

The panel agreed transparency, trust, and collaboration was critical for the successful evolution of out of home audience measurement. Using diverse data sources and applying a rigorous validation process, the industry can provide relevant and obtainable insights for both the demand and supply side.