The World Out of Home Organization (WOO) will unveil its new “Creating Global Guidelines for Out of Home Audience Measurement” initiative at its European Forum on May 18. WOO board members include representatives from global OOH leader JCDecaux and oOh!Media from Australia.
“It’s vital the OOH industry continues the development of world class audience measurement to compete with other data-heavy media for local and global ad spending,” said project chair Neil Eddleston of Runor Data Consulting, a leading OOH audience measurement expert. “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 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.
“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,” WOO said.
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. It’s Technical Committee includes leading independent OOH audience measurement bodies from 13 countries across six continents, alongside four leading international OOH businesses.
WOO 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.
The European Forum will be free to all WOO members, but non-members will also be able to register for €150 Euros.
For the full Forum Programme click here
To register now click here
WOO membership is open to all companies who operate in the OOH sector and, as a non-profit, funds are reinvested in industry issues such as research and the annual international congress. WOO is a member of EASA and ESOMAR in Europe, a founding member of ICAS and works to help the membership with legislation issues within their own countries. It aims to lobby for Out of Home advertising with authorities, international organizations, opinion formers and other elements of the communication media.
More information is available at www.worldooh.org
