Esomar rules on out-of-home measurement
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NETHERLANDS-- Industry association Esomar has published its first guidelines for out-of-home audience measurement.
The guidelines, unveiled yesterday at Esomar's multimedia measurement conference in Stockholm, aim to provide consistent definitions for key elements of measurement, recommend minimum data that should be provided to users, set out operating principles and best practice, and encourage international harmonisation and methodological consistency.
The steering board that led the development of the guidelines was chaired by Dominic Lyle, director general of the European Association of Communication Agencies, and included representatives of advertising associations in the US, Europe and China, as well as FEPE – the international association of outdoor advertising companies.
Lyle said the publication of the guidelines represented “a significant opportunity to standardise and improve the data available to media planners working with out-of-home media”.
Author: Robert Bain
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Esomar to develop out-of-home media rules
