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OUT-OF-HOME MEDIA

WOO unveils its new Global Guidelines for Audience Measurement

By our News Team | 2022

The aim is to promote growth of the sector and to update best practice for the burgeoning digital OOH era.

The World Out of Home Organization launched its new Global Guidelines for Audience Measurement at the recent WOO Global Congress in Toronto, Canada. 

Building on the existing 2009 European Society for Opinion and Marketing Research (ESOMAR) guidelines, the aim is to promote sector growth across the world by improving the value, accountability and trust in Out of Home everywhere. 

Out-of-Home Media

Image by Steven London from Pixabay

The new guidelines also update existing best practice for the Digital Out of Home era (DOOH). This includes:

  1. The measurement of DOOH.
  2. Contemporary data for automated trading and attribution.
  3. Cross-Media Measurement practice.

The guidelines were created with worldwide collaboration from 11 audience measurement bodies (Australia, Belgium, Canada, Germany, Japan, New Zealand, South Africa, Sweden, Switzerland, UK, and the US); two regional bodies (China and Latin America); and four international OOH companies (JCDecaux, Clear Channel, Talon and Posterscope.)

A WOO working party was headed up by ESOMAR Guidelines chairperson, Neil Eddleston, and collated and written by WOO Measurement Consultant, Gideon Adey.

“The new guidelines are a living document to be regularly updated with new developments and techniques as appropriate,” the working party emphasised.

Richard Saturley, Chief Marketing Officer for the WOO, said: “Audience measurement is one of the keys to growing the medium and we’re enormously grateful to Gideon Adey and Neil Eddleston for their work in bringing us up to date for the digital age of measurement. The whole industry will now be much better equipped for future growth.”

Marketers and out-of-home businesses can click here to view or download the 96-page e-book.

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