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ESOMAR launches Global Guidelines on Out-of-Home Audience Measurement14 May 2009 -
Amsterdam, 07 May 2009 – ESOMAR, the world organisation for market research professionals has launched the first Global Guidelines for Out-of-Home Audience Measurement.
The new Guidelines unveiled at the ESOMAR WM3 conference this week are the result of 17 months hard work by a group of leading associations involved in out of home advertising.
Dominic Lyle, Director General of the European Association of Communication Agencies (EACA) chaired The Steering Board that led the development of the Guidelines, while Neil Eddleston of JCDecaux chaired The Technical Committee responsible for writing the publication.
The Guidelines cover all aspects of out-of home audience measurement, including definitions, methodologies and standards. They aim to improve the accuracy and international comparability of audience measurement data across out-of-home formats and with other media currencies.
“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”, explained Dominic.
The following organisations were members of the Steering Board:
American Association of Advertising Agencies
China Association of National Advertisers
European Association of Communications Agencies
Media Rating Council
Outdoor Advertising Association of America
World Federation of Advertisers
ESOMAR sponsored this initiative as part of its mission to facilitate international working in market research and to encourage consistent standards worldwide.
The organisation has 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.
For more information on the Guidelines visit the ESOMAR website or to interview members of the Steering Board please contact the ESOMAR Press Office or on 0031 (20) 664 2141.
ESOMAR is the world organisation for enabling better research into markets, consumers and societies. With 5,000 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. For more information on ESOMAR, please visit www.esomar.org
|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.|