Elizabeth McIntyre joins panel of OOH experts at WOO APAC Forum

Elizabeth McIntyre, CEO of the Outdoor Media Association and MOVE Australia, will join moderator Gideon Adey, WOO Measurement Consultant, Daewon Kim, CEO & Founder of PODO Media Network from Korea, and Ichiro T. Jinnai, President of Hivestack Japan, on stage at the WOO APAC Forum

The panel will discuss navigating the challenges of delivering market-wide Audience metrics.

WOO says that delivering market-wide OOH Audience Measurement is not easy. Trusted metrics and increasing OOH spending are inexorably linked, so the challenge and investment required are essential for OOH revenues to grow in any territory.

Also under debate will be why so few APAC territories invest in the future of OOH through the required Audience Measurement data, saying that it is data that fuels the media economy. That data is a fundamental requirement for automated or programmatic trading.

Adey says, “The first step of any daunting journey is the hardest, so we will be focusing on the political and commercial challenges of embarking on this journey towards OOH Audience Currency, and the collective rewards that Currency brings to the market.”

"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 that OOH stays ahead of the game and we're very lucky to have Gideon Adey and his expert panel in Seoul to help set out a roadmap for us to do exactly that,” says WOO CMO Richard Saturley.