AUCKLAND, Today: Gideon Adey, WOO Measurement Consultant, is set to take the stage alongside OOH leaders Daewon Kim, CEO & Founder of PODO Media Network, Ichiro T. Jinnai, President of Hivestack Japan, and Elizabeth McIntyre, CEO of OMA and MOVE Australia.
Together they’ll dig into the challenges of delivering market-wide audience metrics and how to overcome them. It’s a tough path, but one that’s vital for OOH growth globally.
Trusted measurement and ad spend are closely tied, making investment in audience data essential. Without it, OOH revenues risk stalling in markets where programmatic and automated trading rely on reliable numbers.
“Audience measurement is one of Out of Home’s recurring issues as technology moves on apace and other media owners, especially the big online platforms, move their goalposts at regular intervals.” – Richard Saturley, WOO CMO
Gideon Adey says, “The first step of any daunting journey is the hardest, so we will be focusing on the political and commercial challenges of embarking on this journey towards OOH Audience Currency, and the collective rewards that Currency brings to the market.”
WOO CMO Richard Saturley says, “Audience measurement is one of Out of Home’s recurring issues as technology moves on apace and other media owners, especially the big online platforms, move their goalposts at regular intervals.
“It’s essential that OOH stays ahead of the game and we’re very lucky to have Gideon Adey and his expert panel in Seoul to help set out a roadmap for us to do exactly that.”
- For more details, reach out to Richard Saturley at richard@worldooh.org
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