Short reads for short attention spans

New outdoor advertising measurement system launched

A new out-of-home (OOH) measurement framework, MOVE (Measurement of Outdoor Visibility and Exposure), has been introduced to improve how audience reach and impact are tracked across outdoor formats. The system aims to deliver more granular visibility data, better modelling of exposure, and stronger comparability with digital channels.

As OOH continues to grow, particularly digital out-of-home (DOOH), improved accountability is being positioned as critical to unlocking further investment.

Why it matters:

• Stronger measurement makes OOH easier to justify against digital and paid social in mixed-channel plans.
• More granular visibility data supports improved planning, optimisation and attribution.
• Enhanced accountability could accelerate budget shifts back into high-attention physical media environments.

Further reading at The Australian:

New measuring system to aid booming ad sector

Gen Z behaviour shows influencer trust outstrips traditional brand messaging

Recent research highlights that Gen Z consumers are more likely to trust influencer content than traditional brand advertising, with authenticity and relatability cited as primary drivers. While transparency around sponsorship remains important, creator-led messaging is often perceived as more credible and culturally relevant.

This reinforces the growing role of creators not just as distribution partners, but as brand interpreters.

Why it matters:

• Creator strategy is no longer optional for brands targeting younger audiences.
• Authenticity and cultural fluency are becoming performance drivers, not just brand values.
• Media planning may increasingly allocate budget toward long-term creator partnerships rather than one-off placements.

Further reading at the Advertising Week:

Gen Z trusts influencers more than your brand

Evolving AI-driven media measurement models reshape effectiveness

Industry discussions are intensifying around the limitations of legacy attribution models, particularly last-touch frameworks, in an era of fragmented journeys and privacy restrictions. AI-driven, multi-modal measurement approaches are gaining traction, blending marketing mix modelling (MMM), incrementality testing and cross-channel analytics.

The focus is shifting from simplistic credit assignment toward holistic impact modelling.

Why it matters:

• Traditional attribution risks misallocating budget in complex, multi-touch environments.
• AI-enabled modelling can surface deeper insights into brand and performance impact.
• Teams that rethink measurement frameworks now may gain competitive advantage in planning and optimisation.

Further reading at The IAB:

State of Data 2026: The AI-Powered Measurement Transformation