World Out of Home Organization to unveil new audience measurement initiative

Cristina Blanaru Business, Creativity, Digital & Media, Marketing, Media, OOH / DOOH

Audience delivery is critical for the development and trading of all media, with credible, transparent and accountable measurement needed by advertisers, buyers and sellers alike. Accordingly, the World Out of Home Organization is to unveil its “Creating Global Guidelines for Out of Home Audience Measurement” initiative at its European Forum on May 18.

The project will be chaired by Neil Eddleston of Runor Data Consulting, the world leading OOH audience measurement expert. Eddleston Chaired the original ESOMAR Technical Committee, that created the Global OOH guidelines in 2009. The updated guidelines will be developed on behalf of WOO by industry specialist Gideon Adey of the GUROOH consultancy. 

WOO is the only global organisation for the collaboration, development and promotion of OOH media. They have formed a Technical Committee to include the leading independent OOH audience measurement bodies from 13 countries, across 6 continents, alongside 4 leading international OOH businesses.

The new guidelines will update OOH Audience measurement for the current and future OOH marketplace; provide a framework for the measurement of digital OOH; address the creation of audience data for automated trading; and the development of cross-media measurement techniques.

Eddleston says: “It’s vital that the OOH industry continues the development of world class audience measurement to compete with other data-heavy media for local and global ad spending. Out of Home has an amazing record of delivering excellent results for advertisers but we need the up-to-date ammunition to make our case most effectively.” 

The European Forum will be free to all WOO members, but non-members will also be able to register for €150 Euros.

The World Out of Home Organization is the only global Out of Home Association, working to promote and improve the OOH industry on behalf of its members. Board members include the major International companies  – JCDecaux and Clear Channel – as well as Ströer, Pikasso, and more recently blowUP media, OUTFRONT Media from the US, oOh!Media from Australia and Selvel One from India as well as OOH associations, the OAAA in the US and Alooh from Latin America.

Membership is open to all companies who operate in the OOH sector and, as a non-profit Organization, funds are reinvested in industry issues such as research and the annual international congress. WOO is a member of EASA and ESOMAR in Europe, as well as a founding member of ICAS, and actively works to help the membership with legislation issues within their own countries as well. It also aims to lobby for Out of Home advertising with authorities, international organizations, opinion formers and other elements of the communication media.