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WOO to reveal new audience measurement guidelines

WOO to reveal new audience measurement guidelines
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, which will be held on May 25th-27th.

The new guidelines are the result of an extensive research exercise among 11 audience measurement bodies, working with international media owners and media buyers.

Researchers Gideon Adey of GUROOH and Neil Eddleston of Runor Data Consulting, working under WOO auspices will present the guidelines.

The guidelines will advance existing published work to cover the
methodology for measuring digital Out of Home at spot or time segment level, discuss the approaches used for updating data to reflect real-world changes in audience behaviour and present
research techniques and approaches that lend themselves to cross-media measurement.

In addition, it will also 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 commented: “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 that we’re confident will drive the medium forward globally by giving advertisers and media agencies the gold standard media measurement they need.”

Over the coming weeks, WOO is announcing further details of the international Speaker Programme as well as the ever-popular supporting social programme.


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