Building on the existing 2009 ESOMAR guidelines, the new data has been collated and finessed by Gideon Adey, with the committee being chaired by Neil Eddleston.
The overall aim of the guidelines are to act as a catalyst for sector growth across the world, putting more emphasis on value and trust in out-of-home everywhere and update existing best practice for the digital out-of-home (DOOH) sphere.
The guidelines were created with 11 Audience Measurement bodies from around the world, including Canada, Sweden, UK, and US. The updated guidelines include the measure of DOOH, contemporary data for automated trading and attribution, and Cross Media Measurement practice.
The guidelines have been released as a 96-page e-book covering a spectrum of things like measurement and governance principles, with the resource featuring a full list of glossary and links to contributors and background information.
Chief marketing officer for WOO Richard Saturley, says: “Audience measurement is one of the keys to growing the medium and we’re enormously grateful to Gideon Adey and Neil 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.”
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