The out-of-home sector is moving to improve measurement of ads with a $1.3m neuroscience study, hiring Neuro-Insight to undertake the work, following its pilot study last year.

Neuro-Insight director, Peter Pynta, suggested it would lead to “undeniable proof about how both traditional and digital signs impact on audiences”.

Charmaine Moldrich, CEO of the Outdoor Media Association and industry initiative MOVE (Measurement of Outdoor Visibility and Exposure), said the new metric would help demonstrate to marketers the impact of the outdoor sector’s significant investment in digital out of home, and better understand the impact of their own ad spend.

The MOVE board has committed up to $10m to improve digital out of home metrics, and will launch further initiatives this year.