Following on from the Out of Home Advertising Association of America (OAAA)’s comprehensive guide for capturing mobile advertising IDs to effectively evaluate which consumers are exposed to digital out of home in the ‘OAAA DOOH Exposure Methodology Standardization Guidelines and Best Practices‘ released earlier this week [1], the World Out of Home Organization is all set to unveil a new audience measurement initiative at their European Forum on Tuesday May 18, 2021 during London Digital Signage Week.
[2]We all know that audience delivery is critical for the development and trading of all media, with credible, transparent and accountable measurement needed by advertisers, buyers and sellers alike.
The ‘Creating Global Guidelines for Out of Home Audience Measurement’ initiative project will be chaired by Runor Data Consulting’s Neil Eddleston. Neil chaired the original ESOMAR Technical Committee, that created the Global OOH guidelines back in 2009. We understand that these new updated guidelines will be developed on behalf of WOO by industry specialist Gideon Adey of the GUROOH consultancy.
WOO tell us that they have formed a Technical Committee to include the leading independent OOH audience measurement bodies from 13 countries, across six continents, alongside four leading international OOH businesses.
The new guidelines will update OOH Audience measurement for the current and future OOH marketplace; 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.
Neil Eddleston told us “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 is free to all WOO members. Non-members are able to register for €150 Euros.