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OOH audience measurement guidelines launched

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Marketing

OOH audience measurement guidelines launched

07.05.2009
ESOMAR, the organisation for market research professionals, has launched its first Global Guidelines for Out of Home Audience Measurement.

The new guidelines cover all aspects of out-of home audience measurement, including definitions, methodologies and standards. Their aim is to improve the accuracy, consistency and international comparability of the measurement of audiences across out-of-home advertising.

The 28-page document was unveiled at the ESOMAR WM3 conference in Stockholm earlier this week and is the result of 17 months work by a group of leading associations involved in out of home advertising.

Dominic Lyle (pictured), Director General of the European Association of Communication Agencies (EACA) chaired the steering board that led the development of the guidelines. “The members of the EACA regard this as a significant opportunity to standardise and improve the data available to media planners working with out-of home media,” he said.

Members of the steering board included American Association of Advertising Agencies, China Association of National Advertisers, FEPE International, ESOMAR, EACA, Media Rating Council, Outdoor Advertising Association of America and World Federation of Advertisers.

 

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