The World Out of Home Organization (WOO) will unveil a new ‘Creating Global Guidelines for Out of Home Audience Measurement’ initiative at its European Forum on 18 May.
The project will be chaired by Neil Eddleston of Runor Data Consulting and chair of 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.
The new guidelines will update OOH Audience measurement; 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.
Eddleston said: “It’s vital that the OOH industry continues the development of world class audience measurement to compete with other data-heavy media for local and global ad spending. 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 European Forum will be free to all WOO members, but non-members will also be able to register for 150 Euros.