The World Out of Home Organization has launched its new global guidelines for measuring audiences at the WOO Global Congress in Toronto. Compiled by Global Guidelines Gideon Ade Committee chaired Neil Edelston.

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Based on existing 2009 ESOMAR guidelines, the goal is to promote sector growth around the world by improving the quality, accountability and trust of out-of-home people everywhere and by updating existing best practices for the digital out-of-home era (DOOH).

These include:

  1. Measurement of DOOH
  2. Contemporary data for automated trading and attribution
  3. Cross media measurement practice

The guidelines have been developed in collaboration around the world: 11 Audience Measurement Agencies (Australia, Belgium, Canada, Germany, Japan, New Zealand, South Africa, Sweden, Switzerland, United Kingdom, US); 2 regional companies (China, LatAm) and 4 international OOH companies (JCDecaux, Clear Channel, Talon and Posterscope.)

The WOO Working Party is chaired by ESOMAR Guide Chair Neil Edelston and compiled and written by WOO Measurement Consultant Gideon Adey.

The guide is published as a 96-page e-book Cover measurement and governance policies; Revised requirements for OOH audience measurement, a practical review of the global measurement methodology, definition of terms and vocabulary, and link and background documentation of contributors.

The new guide is a living document that will be regularly updated with new developments and strategies.

Richard Sutterley's profile photoWOO CMO Richard Sutterley “Audience measurement is one of the keys to media growth and we are very grateful to Gideon Adde and Neil Edelston for their work in bringing us up to date to measure our digital age.” The whole industry will be better equipped now for future growth. ”

About WOO

The World Out of Home Organization is the only global out-of-home association, working for the promotion and development of the OOH industry on behalf of its members. Board members include major international companies – JCDecaux and Clear Channel – as well as Ströer, Pikasso, Global Outdoor, Blowup Media, US to OUTFRONT Media, OOh! Media from Australia and Selvel One, as well as OOH Association, OAAA from USA and Latin America.

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