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ESOMAR Launches Worldwide Initiative to Develop Guidelines for Out-of-Home Media Audience Measurement

15 January 2008 -

ESOMAR Launches Worldwide Initiative to Develop Guidelines for Out-of-Home Media Audience Measurement

Amsterdam, 15 January 2008

ESOMAR announced today the launch of the Global Guidelines for OutDoor Audience Measurement (GGOODAM) initiative. The initiative will be guided by a steering board, chaired by Dominic Lyle, Director General of the European Association of Communication Agencies.

The objective of the initiative is to produce worldwide industry guidelines for out-of-home audience measurement, including definitions, methodologies and standards, with the aim of improving the accuracy and international comparability of audience measurement data across out-of-home formats and with other media currencies.

The project - launched by ESOMAR and FEPE International - is aiming to produce the guideline by mid-2009. For the purpose of the guideline out-of-home media will be defined as: any display on a permanent panel displayed outside the home, but not on panels providing full motion video.

The guideline will be drafted by an international technical committee of experts chaired by Neil Eddleston of JCDecaux. The draft guideline will be approved by the Board and then circulated to all interested parties worldwide for a 90 day consultation period, before the final wording is agreed.

Véronique Jeannin Director General of ESOMAR said: “ESOMAR has launched this initiative as part of its mission to facilitate international working in market research and to encourage consistent standards worldwide. We have 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”.

Dominic Lyle said:“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. The first meeting of the Board was very constructive and I look forward to receiving the first draft from the Technical Committee”.

- Ends -

 

NOTES TO EDITORS:

About the board
Members of the Board are:

Dominic Lyle, European Association of Communications Agencies
Neil Eddleston,  Chairman Technical Committee
Giovanni Fabris,  World Federation of Advertisers
Tony Jarvis, Outdoor Advertising Association of America
Nick Mawditt, American Association of Advertising Agencies
Adam Phillips,   ESOMAR
Thomas Rainer,  FEPE International
Anthony Torrieri,  Media Rating Council
Zeng Meng, China Association of National Advertisers

About ESOMAR
ESOMAR is the world organisation for enabling better research into markets, consumers and societies. With over 4500 members in 100 countries, ESOMAR’s aim is to promote the value of market and opinion research in illuminating real issues and bringing about effective decision-making.

About EACA
EACA, the European Association of Communications Agencies, is an organisation which brings together the advertising, media and integrated marketing communications agencies across Europe, enabling international experience and issues to be shared and dealt with on a pan-European basis. It provides an important link between agencies, advertisers and the advertising media in Europe and around the world and participates closely in the setting of standards in many aspects of the business across Europe.

About FEPE International
FEPE International is a worldwide platform for all outdoor advertising enterprises. It acts as both a hub of information and a marketing pool. FEPE carries out lobbying for outdoor advertising worldwide amongst authorities, international organizations and political opinion makers as well as within the media. It develops international marketing and communication structures to provide a comprehensive information network for its members. Currently FEPE maintains over 300 active members in over 30 countries.

The European Association of Communications Agencies (EACA) is a Brussels-based organisation whose mission is to represent full-service advertising and media agencies and agency associations in Europe. EACA aims to promote honest, effective advertising, high professional standards, and awareness of the contribution of advertising in a free market economy and to encourage close co-operation between agencies, advertisers and media in European advertising bodies.