GGOODAM (GLOBAL GUIDELINES ON OUTDOOR AUDIENCE MEASUREMENT) |
In January 2008 ESOMAR and FEPE International announced the launch of an initiative to develop Global Guidelines for Out Door Audience Measurement (GGOODAM). This initiative is governed by a Steering Board, chaired by Dominic Lyle, Director General of the European Association of Communication Agencies (EACA).
The following organisations are members of the Steering Board:
- American Association of Advertising Agencies
- China Association of National Advertisers
- FEPE International
- ESOMAR
- European Association of Communications Agencies
- Media Rating Council
- Outdoor Advertising Association of America
- World Federation of Advertisers
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The objective
The objective 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.
When and how
It is intended to publish the final guideline by mid-2009. The guideline has been produced by an international Technical Committee chaired by Neil Eddleston of JCDecaux. The committee’s draft has been approved by the Board and is now being circulated to all interested parties worldwide for consultation, before the text is finalised. The draft is available here.
The GGOODAM technical committee would like to receive comments by 6 February 2009. In order to make it easier to analyse the replies you are asked to submit comments on a standard document available here.
Please send the comments document to Angela Canin via email to a.canin@esomar.org
“ESOMAR sees 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. We hope you will contribute to this consultation, in order to help us produce guidance which will be genuinely helpful to the industry worldwide.”
(Véronique Jeannin, ESOMAR Director General and Dominic Lyle, Director General EACA)
WM3 2009 will be when the Global Guidelines for Out Door Audience Measurement (GGOODAM) are presented.