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World OOH body to reveal new audience measurement guidelines

By our News Team | 2022

Reliable and usable audience measurement is the holy grail for any medium and one that Out-of-Home has struggled with in the past.

The World Out of Home Organization (WOO) has announced that it will be revealing new global guidelines for audience measurement at its 2022 Global Congress in Toronto, Canada. The event will be taking place from 25-27 May.

According to WOO, audience measurement is arguably the biggest issue for any medium. It adds that the new guidelines are the result of an extensive research exercise among 11 audience measurement bodies, working with international media owners and media buyers. The last set of guidelines was developed in 2009.

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Image by Wallula from Pixabay

The guidelines will be presented by researchers Gideon Adey of GUROOH and Neil Eddleston of Runor Data Consulting, who are working under WOO auspices. The guidelines will advance existing published work to cover the following areas:

  • Methodology for measuring digital Out-of-Home at spot or time-segment level.
  • Approaches to updating data to reflect real-world changes in audience behaviour, and
  • Research techniques and approaches that lend themselves to cross-media measurement.

Guidelines build upon shared global experience

The research is set to build upon shared experience and learning from around the world, promoting Out-of-Home measurement and the consequent increase in the value of OOH to advertisers. This is while allowing collaboration between territories to help OOH grow globally, the body noted in a statement.

WOO CMO Richard Saturley says: “Reliable and usable audience measurement is the holy grail for any medium and one that Out-of-Home has struggled with in the past.

“Adey and Eddleston have investigated all the options in far more detail than ever before and produced a set of guidelines that we’re confident will drive the medium forward globally by giving advertisers and media agencies the gold standard media measurement they need.”

WOO is the only global organisation for the collaboration, development and promotion of OOH media.

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