Global guidelines for out of home audience measurement

The new Guidelines unveiled at the ESOMAR WM3 conference in May 2009 are the result of 17 months hard work by a group of leading associations involved in out of home advertising.

Dominic Lyle, Director General of the European Association of Communication Agencies (EACA) chaired The Steering Board that led the development of the Guidelines, while Neil Eddleston of JCDecaux chaired The Technical Committee responsible for writing the publication.

The Guidelines cover all aspects of out-of home audience measurement, including definitions, methodologies and standards. They aim to improve the accuracy and international comparability of audience measurement data across out-of-home formats and with other media currencies.

“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”, explained Dominic.

The following organisations were members of the Steering Board:

• American Association of Advertising Agencies
• China Association of National Advertisers
• FEPE International
• ESOMAR
• European Association of Communications Agencies
• Media Rating Council
• Outdoor Advertising Association of America
• World Federation of Advertisers.

ESOMAR sponsored this initiative as part of its mission to facilitate international working in market research and to encourage consistent standards worldwide. The organisation has a long history of supporting the development of worldwide media measurement standards and we see a demand for international comparability in out-of-home audience measurement.

The final guideline are published. The guideline has been produced by an international Technical Committee chaired by Neil Eddleston of JCDecaux.

A copy can be ordered via Esomar.