WOO Global OOH Audience Measurement Guidelines 2.0
When the World Out of Home Organization published its first Global OOH Audience Measurement Guidelines in 2022, eleven national measurement bodies came together to establish a common framework for the discipline. In the four years since, the field has moved on faster than almost anyone had anticipated. Version 2.0 of the Guidelines, launching at Congress in June, reflects the scale of that change - and charts the global trends in OOH Audience Measurement.
Twenty-two national measurement bodies from five continents have contributed to this updated edition, representing markets that have built measurement systems from the ground up, markets that have substantially rebuilt well-established systems, and markets included here for the first time to demonstrate the true breadth of work being done across the global OOH industry.
The technical developments documented in Version 2.0 are striking: Standardising DOOH measurement, Impression multipliers, contemporising measurement data, and the increasing use of third party datasets are all highlighted. Whilst synthetic population modelling, in which a complete virtual population is constructed to deliver person-level audience data at a temporal precision no conventional travel survey can match, is now moving from pioneering markets into the mainstream.
What the combined body of work in Version 2.0 makes clear is that OOH audience measurement is no longer a single discipline with local variations. It is a rich ecosystem of approaches - some research-based, some data-driven, some hybrid - that share a common commitment to transparency, rigour, and advertiser accountability.
Following the launch, a panel discussion at Congress will bring together representatives from five of the contributing measurement bodies to explore these themes in depth. The conversation will cover what has changed in their own markets since 2022, and how they are approaching the challenges facing OOH Audience Measurement into the future.
The Panel
CEO
GUROOH Ltd
MODERATOR
Gideon is a Measurement Consultant for the World Out of Home Organization – developing OOH Audience Measurement Guidelines, and in tracking the Global OOH Market size and share.
SVP, Chief Research Officer
OUTFRONT Media
Leading the research and measurement efforts for OUTFRONT Media, uniting data-driven marketing strategies with business outcomes to advance OUTFRONT's role in the marketplace and advertisers' media mix. Christina works across the company's research, marketing, sales and programmatic teams.
CEO
OMA and MOVE
Elizabeth McIntyre has emerged as the driving force behind Australia’s out-of-home media transformation since joining the Outdoor Media Association (OMA) and MOVE in April 2023. With over two decades of diverse leadership experience, she has become the sector’s most visible advocate.
CEO
OOHMAA
A passionate advocate for the media industry, Kath is energised by the future of Out of Home: “It’s the fastest-growing media channel in New Zealand — in revenue, audiences, and national reach.
Chief Executive Officer
Route Research
Euan Mackay is Chief Executive of Route, the Joint Industry Currency for out-of-home audience measurement in Great Britain. He joined Route in 2016 as General Manager, became Chief Strategy Officer in 2024, and stepped up to CEO in July 2025.
President
Perion Japan
Ichiro T. Jinnai is the President Japan, Perion and also serves on the Board of Directors and as Chair of the Measurement Working Group at the Digital Signage Consortium, a national OOH association in Japan.
