Audience measurement is arguably the biggest issue for any medium and the World Out of Home Organization is to reveal new global guidelines for audience measurement at its 2022 Global Congress in Toronto from May 25-27.
A WOO release states that the new guidelines are the result of an extensive research exercise among 11 audience measurement bodies, working with international media owners and media buyers.
The guidelines will be presented by researchers Gideon Adey of GUROOH and Neil Eddleston of Runor Data Consulting, working under WOO auspices.
The guidelines will advance existing published work to cover:
1/ Methodology for measuring DOOH at spot or time segment level.
2/ Approaches to updating data to reflect real world changes in audience behaviour.
3/ Research techniques and approaches that lend themselves to cross-media measurement.
And it will build upon shared experience and learning from around the world, promoting Out of Home measurement and the consequent increase in the value of OOH to advertisers, whilst allowing collaboration between territories to help OOH grow globally.
WOO CMO Richard Saturley says: “Reliable and usable audience measurement is the holy grail for any medium and one that Out of Home has struggled with in the past.
“Gideon and Neil have investigated all the options in far more detail than ever before and produced a set of guidelines which we’re confident will drive the medium forward globally by giving advertisers and media agencies the gold standard media measurement they need.”