World Out of Home Organization launches Global Guidelines for OOH Audience Measurement

The World Out of Home Organization (WOO) launched its new Global Guidelines for Audience Measurement at the WOO Global Congress in Toronto. The Global Guidelines were collated by Gideon Adey with the committee chaired by Neil Eddleston.

A WOO release states that “building on the existing 2009 ESOMAR guidelines, the aim is to promote sector growth across the world by improving the value, accountability and trust in OOH everywhere and updating 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 collaboration worldwide from

11 audience measurement bodies (Australia, Belgium, Canada, Germany, Japan, New Zealand, South Africa, Sweden, Switzerland, UK, US); 2 regional bodies (China, LatAm) and 4 international OOH companies (JCDecaux, Clear Channel, Talon and Posterscope).

The guidelines are published as a 96 page e-book covering measurement and governance principles; the revised requirements for OOH audience measurement, a practical review of global measurement approaches, definitions and glossary of terms and links to contributors and background documentation.

The new guidelines are a living document to be regularly updated with new developments and techniques as appropriate.

WOO CMO Richard Saturley says: “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.”

Click here to view or download the 96-page e-book.