WOO launches global rules for OOH audience measurement

TORONTO, Today: The World Out of Home Organisation has launched its new global guidelines for audience measurement, at the WOO Global Congress in Canada.

Building on the existing 2009 ESOMAR guidelines, the aim is to promote 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.”

The guidelines include …

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

They were created with collaboration worldwide from audience measurement bodies in Australia, Belgium, Canada, Germany, Japan, New Zealand, South Africa, Sweden, Switzerland, UK, US, China, and Latin America with input from JCDecaux, Clear Channel, Talon and Posterscope.

The guidelines are published as a 96-page e-book.

WOO CMO Richard Saturley said: “Audience measurement is one of the keys to growing the medium. The whole industry will now be much better equipped for future growth.”

• View the entire book here