World Out of Home Organisation to unveil new audience measurement initiative
Audience delivery is critical for the development and trading of all media. Credible, transparent, and accountable measurement is needed by advertisers, buyers, and sellers alike.
Source: www.unsplash.comIn line with this, the World Out of Home Organisation is planning to launch the ‘Creating Global Guidelines for Out of Home Audience Measurement’ initiative at its European Forum on 18 May 2021.
The project will be chaired by Neil Eddleston of Runor Data Consulting. Eddleston chaired the original ESOMAR Technical Committee that created the Global OOH guidelines in 2009. The updated guidelines will be developed on behalf of WOO by industry specialist Gideon Adey of the GUROOH consultancy.