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.

Dr Kin Kariisa

Group CEO - Next Media

Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

  • Other current and previous roles played by Dr Kin Kariisa:
  • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
  • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
  • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
  • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
  • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.