WOO releases new global guidelines to promote out-of-home audience growth

World Out of Home Organization president Tom Goddard told 400 delegates at WOO’s Global Congress in Toronto, one of the keys to sector growth for the medium is striking the right balance between Classic Out of Home and all conquering digital.

The World Out of Home Organization (WOO) launched its new Global Guidelines for Audience Measurement at the WOO Global Congress in Toronto, Ont.

These new guidelines aim to promote sector growth worldwide by improving the value, accountability, and trust in out-of-home (OOH) advertising, and updating existing best practices for the digital-out-of-home (DOOH) era.

This includes:

  • The measurement of DOOH.
  • Contemporary data for automated trading and attribution.
  • Cross media measurement practice.

The guidelines were created in collaboration with 11 audience measurement bodies, two regional bodies, and four international OOH companies. They have been published as an ebook, 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.


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