Standardising audience measurement worldwide — moving the medium beyond impressions to attention, emotion and action, and giving buyers numbers they can trust in every market.
Out of Home cannot win omnichannel budgets with fragmented numbers. The buy-side has been consistent at every WOO Congress and Forum: a common audience currency, standardised metrics and transparent measurement governance are the keys that unlock the medium’s next point of market share.
WOO’s Data & Measurement pillar exists to build exactly that — coordinating measurement bodies, media owners and buyers across every region, so that best practice developed in one market becomes the starting point for all.
Outdoor Media Association · Australia
WOO Board Vice-President for Australia since 2022, Charles chairs the Data & Measurement workstream — having steered the programmatic and measurement sessions at WOO forums from Kuala Lumpur to Bali. Meet all four Global Leads.
The Global OOH Audience Measurement Guidelines, second edition — drawing on the experience of 20 measurement bodies across 28 territories.
The definitive annual measure of the medium: $54.2bn in 2025, DOOH at 47.1% of global OOH, APAC leading regionally.
The first independently aggregated global measure of pDOOH spend: $1.4bn in 2025 across 11 SSPs — 7% of total DOOH.
The pillar’s longer arc is the WOO Index — measurement, attribution and internationally comparable data, market by market, so that OOH can be planned and bought with the same confidence as any digital channel.
Members get the data first — country by country.
Advancing OOH Worldwide
