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WOO launches Guidelines for OOH Audience Measurement

WOO launches Guidelines for OOH Audience Measurement
The World Out of home Organization launched its new Global Guidelines for Audience Measurement, at the recent WOO Global Congress in Toronto. 

The Global Guidelines build on the existing 2009 ESOMAR guidelines, with the aim of promoting sector growth across the world by improving the value, accountability and trust in Out of Home everywhere and updating existing best practice for the Digital Out of Home era (DOOH.) This includes:

  • The measurement of DOOH
  • Contemporary data for automated trading and attribution
  • Cross Media Measurement practice

The guidelines were created with collaboration worldwide from11 Audience Measurement bodies (operating in Australia, Belgium, Canada, Germany, Japan, New Zealand, South Africa, Sweden, Switzerland, UK, US); two Regional Bodies (China, LatAm) and four international OOH companies (JCDecaux, Clear Channel, Talon and Posterscope.)

The WOO working party was chaired by ESOMAR guidelines Chair Neil Eddleston and collated and written by WOO Measurement Consultant Gideon Adey.

The guidelines are published as a 96-page e-book covering measurement and governance principles; the revised requirements for OOH Audience Measurement, a practical review of Global Measurement approaches, definitions and a glossary of terms and links to contributors and background documentation.

The new guidelines are a living document to be regularly updated with new developments and techniques as appropriate.

WOO CMO Richard Saturley commented: “Audience measurement is one of the keys to growing the medium and we’re enormously grateful to Gideon Adey and Neil Eddleston for their work in bringing us up to date for the digital age of measurement. The whole industry will now be much better equipped for future growth.”

To download the e-book, visit:




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