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World Out of Home Organization (WOO) European Forum meeting today

By M4G Bureau - May 18, 2021

WOO will be unveiling its “Creating Global Guidelines for Out of Home Audience Measurement” initiative in the virtual conference.

The World Out of Home Organization (WOO) European Forum meeting will be conducted today with three virtual sessions, covering a broad sweep of OOH themes. WPP Chief Executive Officer Mark Read, keynote speaker in the Forum, will be interviewed by WOO President Tom Goddard.

OOH Capital Managing Partner and former Posterscope Global President Annie Rickard will be moderating a Diversity Panel on ‘Doing Diversity in Out of Home, having Diageo global media director, marketing, Isabel Massey and Naren Patel of Geoprove as the panelists.

Clear Channel France Présidente Boutaina Araki will present on how OOH can support sustainability. She leads Clear Channel's numerous sustainability initiatives in France.

Concluding the virtual event will be a Programmatic Power Panel moderated by Mungo Knott, Commercial Platform and Product Director/Outdoor at UK media giant Global. Also on the panel are Adam Green, SVP GM Programmatic platforms at Broadsign, Hivestack CMO Nikki Hawke and JC Conti, CEO of VIOOH.

They join a number of other speakers from all sides of the Out of Home and wider advertising industry including James Murphy, co-founder of creative agency New Commercial Arts. NCA is WOO’s ad agency and devised the widely praised #OurSecondChance global campaign that ran in 2020. NCA has since won business from Halifax, Uber, Vodafone and Habitat/Sainsbury’s.

Justin Cochrane of industry leader Clear Channel will give his perspective on the European OOH market as it navigates recovery from the Covid pandemic. JCDecaux's David McEvoy and Giovanni Uboldi will examine the global prospects for OOH as the world recovers from covid-19.

Christian Schmalzl from Ströer and OUTFRONT’s Andy Sriubas will discuss mobile connectivity and show how mobile and OOH can be the perfect partners for advertisers in an increasingly digital world.

The European Forum is Episode 1 in WOO’s Grand Tour which will also include an Asia Forum later in 2021 and an Africa Forum in early 2022. A number of further webinars are also planned.

WOO will be unveiling its “Creating Global Guidelines for Out of Home Audience Measurement” initiative, a project chaired by Neil Eddleston of Runor Data Consulting, the world leading OOH audience measurement expert. 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.



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