The first World Out of Home Organization National Associations Meeting of 2021 took place on Monday February 8, chaired by Anna Bager of the US’ OAAA.
The meeting heard reports on the varying state of the pandemic and its impact on Out of Home in various countries worldwide. Countries represented at the meeting were the US, Australia, New Zealand, Canada, Sweden, Germany, China, South Africa and UK.
Traffic levels have improved in all locations although revenue is still lagging, with a recovery in Q2/3 2021 expected.
At the meeting, which will be held quarterly through the year, the various associations identified audience measurement as a priority and as such to replicate and then improve upon the last major such study, carried out into this Area under the auspices of trade body FEPE International in 2009 which produced the current Audience Measurement Guidelines.
Obviously, the world has moved on since then with mobile, in particular, providing new and valuable data streams for measuring Out of Home. Plans for a new study are to be submitted to the WOO board this month.
Gideon Adey, formerly of Kinetic Worldwide, will be working with the team from WOO and other major stakeholders on launching and taking forward this project.
OOOA ’s Anna Bager says: “Cutting edge audience measurement will be an important tool in supporting recovery as it happens across the world. Out of home is gaining share at the expense of other media but we need to be just as comprehensive and sophisticated as, for example, digital media if we’re to achieve our common goals.”
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