KOOHA publishes Korean Version of WOO Global Audience Measurement Guidelines

The Korea Out of Home Association (KOOHA) has achieved a significant milestone in the South Korean Out of Home (OOH) advertising industry by releasing the Korean version of the World Out of Home Organization (WOO) Global Audience Measurement Guidelines.

The landmark event took place on December 9, 2024, at the Shilla Stay Mapo Hotel in Seoul, drawing approximately 70 professionals from diverse sectors of the OOH industry. Among the attendees were representatives from major advertising agencies, government entities, and academia, including the Korea Outdoor Advertising Center, the Ministry of Culture, Sports and Tourism, as well as members of the KOOHA, Advertising Association Federation, Digital Advertising Association, and AP Club were also present, reflecting the growing interest in OOH advertising.

Driving Growth and Global Competitiveness

Woo Chang-Hoon, Chairman of KOOHA, emphasized Korea’s burgeoning status in the OOH advertising sector:

"Korea's OOH market has risen to become the 7th largest globally and the 3rd largest in Asia, with Digital Out of Home (DOOH) ranked 5th worldwide. These guidelines will enhance our industry's global competitiveness by leveraging data on audience mobility and advertising effectiveness."*

Cha Byung-Jun, Director of the Korea Outdoor Advertising Center, underscored the significance of this translation:

"As the second country to publish a translated version of the guidelines after Japan, this release marks a pivotal step in elevating Korea's OOH advertising industry to global standards. It reflects the sector's remarkable progress and international stature."*

Kim Nak-Hoe, Chairman of the Advertising Association Federation of Korea, highlighted data drived OOH market in South Korea:

"By designating Free Outdoor Advertising Zones, we are fostering an environment that blends creative content with advanced technology, strengthening the organic relationship between cities and consumers. The Global Audience Measurement Guidelines will bolster trust and effectiveness in the global advertising market through data-driven analysis and strategic communication."*

Global Endorsements and Future Prospects

The translation of the guidelines was led by Ahn Ki-Jong, Vice President of PODO Media, who shared his perspective on the significance of this milestone:

"While high-resolution digital media in locations like COEX and the underground shopping mall at Gangnam Station have garnered attention, creating an asymmetrical market environment, Korea's OOH advertising industry has lagged behind global standards in audience measurement despite advancements in hardware. The publication of the translated Global Audience Measurement Guidelines, encompassing the vision of the World Out of Home Organization and strategies from advanced markets, is expected to serve as a pivotal moment for the growth of the OOH industry in South Korea."

Special messages from international leaders, including Tom Goddard, Chairman of WOO, and Ichiro Jinnai, President of Japan's Digital Signage Consortium, reinforced the global relevance of this publication. Notably, Goddard disclosed ongoing discussions about hosting the 2025 WOO Asia-Pacific Forum in South Korea, generating excitement among attendees.

The original Global Audience Measurement Guidelines, released by WOO in June 2022 as a comprehensive 96-page e-book, set a benchmark for trust and value in the OOH industry. They provide detailed principles, requirements, and practical approaches for audience measurement, particularly in the rapidly evolving DOOH era. Regular updates ensure the guidelines keep pace with industry advancements, such as automated trading data and cross-media measurement techniques.

The Korean version of the guidelines marks a transformative step in aligning Korea's OOH practices with global standards. This initiative not only strengthens the country’s position in the global OOH landscape but also fosters increased international collaboration.

As the Korean OOH industry continues to grow, initiatives like these demonstrate a commitment to innovation, data-driven strategies, and maintaining a leading role on the world stage.