The World Out of Home Organisation will unveil updated guidelines for audience measurement at its European Forum tomorrow (18 May).
The Creating Global Guidelines for Out of Home Audience Measurement initiative will update OOH audience measurement; provide a framework for the measurement of digital OOH; address the creation of audience data for automated trading; and develop cross-media measurement techniques.
The project is being chaired by Neil Eddleston of Runor Data Consulting and developed on behalf of the World Out of Home Organisation by Gideon Adey of the GUROOH consultancy.
Eddleston headed-up the original European Society for Opinion and Marketing Research (ESOMAR) Technical Committee, which created the first global OOH guidelines in 2009.
Today’s World Out of Home Organisation Technical Committee, includes independent OOH audience measurement bodies from 13 countries, across six continents, alongside four international OOH businesses.
Eddleston said: “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.”
