WOO CMO Richard Saturley says, "Audience measurement is one of the keys to growing the medium and we're enormously grateful to Adey and Eddleston for their work in bringing us up to date for the digital age of measurement. The whole industry will now be much better equipped for future growth."

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, as well as 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, and
  • cross-media measurement practice. 
The guidelines were created with collaboration worldwide from 11 audience measurement bodies, including:
  1. Australia
  2. Belgium
  3. Canada
  4. Germany
  5. Japan
  6. New Zealand
  7. South Africa
  8. Sweden
  9. Switzerland
  10. the United Kingdom, and
  11. the United States.

The guidelines were also created with two regional bodies (China and Latin America) and four international OOH companies, which included:
  1. JCDecaux
  2. Clear Channel
  3. Talon, and
  4. Posterscope.

The WOO working party was chaired by ESOMAR guidelines chair Eddleston and collated and written by WOO measurement consultant Adey. The guidelines are published as a 96-page e-book covering:
  • measurement and governance principles
  • the revised requirements for OOH audience measurement
  • a practical review of global measurement approaches
  • definitions and glossary of terms and links to contributors, and
  • background documentation.
The new guidelines are a document to be regularly updated with new developments and techniques as appropriate.

Individuals are encouraged to click here to view or download the e-book. 

For more information, visit www.worldooh.org. You can also follow WOO on Twitter.