The World Out of Home Organisation will reveal new global guidelines for audience measurement at its 2022 Global Congress (25-27 May, Toronto).
The new guidelines are the result of an extensive research exercise among 11 audience measurement bodies, working with international media owners and media buyers. They 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: the methodology for measuring digital OOH at spot or time segment level; approaches to updating data to reflect real world changes in audience behaviour; and 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 OOH 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 said: “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.”