WOO APAC Forum Puts Audience Measurement in the Spotlight

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Audience measurement has long been OOH’s unfinished business. While other media—from TV to the tech giants—constantly raise the bar with evolving data standards, OOH in many markets still struggles to establish reliable, currency-grade metrics.

Yet the link is undeniable: credible audience data fuels advertiser confidence, and with it, investment. Without it, ambitions around automation and programmatic risk stalling before takeoff.

That’s why Gideon Adey, WOO’s Measurement Consultant, will take the stage in Seoul alongside a heavyweight panel: Daewon Kim, CEO & Founder of Korea’s PODO Media Network, Ichiro T. Jinnai, President of Hivestack Japan, and Elizabeth McIntyre, CEO of Australia’s OMA and MOVE. Together, they’ll tackle the political and commercial roadblocks standing in the way of market-wide OOH audience currencies.

“The first step of any daunting journey is the hardest,” says Adey.

“We’ll be focusing on the challenges of embarking on this journey towards OOH Audience Currency, and the collective rewards it brings to the market.”

For Richard Saturley, WOO’s CMO, the urgency is clear: “Audience measurement is one of Out of Home’s recurring issues as technology moves on apace and other media owners, especially the big online platforms, move their goalposts at regular intervals. It’s essential OOH stays ahead of the game, and we’re very lucky to have Gideon and his panel in Seoul to set out a roadmap.”

This focus on measurement is central to WOO’s broader mission. Since its founding, the World Out of Home Organization (WOO) has positioned itself as the only truly global voice for OOH, championing standards, tools, and advocacy on behalf of its nearly 300 members worldwide. 

Its board brings together the likes of JCDecaux, Ocean Outdoor, OUTFRONT Media, Lamar, oOh!media, Asiaray, Provantage, and Multiply Media Group, alongside regional associations from Europe, the Americas, India, and Australia. 

More than a trade body, WOO reinvests in research, legislation, and sustainability initiatives—most recently refining the Global Media Sustainability Framework in partnership with Ad Net Zero.

In Seoul, the spotlight won’t just be on audience numbers. It’ll be on whether the industry is ready to do what every advertiser demands: prove its worth with hard data.

Audience measurement isn’t a technical detail. In today’s data-obsessed ad economy, OOH can’t afford to play without a scoreboard.  It is only natural to see Seoul preparing to be the staging ground for OOH’s next leap.