WOO reveals audience measurement guidelines for 2022 Toronto Congress

The World Out of Home Organization (WOO) is to reveal new global guidelines for audience measurement at its 2022 Global Congress in Toronto from May 25-27.

The World Out of Home Organization (WOO) is to reveal new global guidelines for audience measurement at its 2022 Global Congress in Toronto from May 25-27.

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

The guidelines will be presented by researchers Gideon Adey of GUROOH and Neil Eddleston of Runor Data Consulting, working under WOO auspices. 

The guidelines will advance existing published work to cover:

  • Methodology for measuring digital Out of Home at spot or time segment level.
  • Approaches to updating data to reflect real world changes in audience behaviour.
  • Research techniques and approaches lend themselves to cross-media measurement.

“Reliable and usable audience measurement is the holy grail for any medium and one that out of home has struggled with in the past,” says WOO CMO Richard Saturley.

“Gideon and Neil have investigated all the options in far more detail than ever before and produced a set of guidelines which 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 will be announcing more details of the international speaker Program as well as the ever-popular supporting social program.

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