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Australian OMA leaders to speak at World OOH Congress, Toronto

OMA CEO Charmaine Moldrich and Grant Guesdon, who heads Australia's ground-breaking audience measurement system MOVE, have been added to the speaker line-up for next month’s World Out of Home Organization’s Global Congress in Toronto.

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“Audience Measurement will be a key theme of Toronto 2022 with Gideon Adey and Neil Eddleston presenting WOO's updated global guidelines, which include digital measurement,” WOO said.

“A key contributor to these guidelines is Australia's Outdoor Media Association (OMA) and OMA CEO Charmaine Moldrich and Grant Guesdon, who heads Australia's MOVE industry leading measurement system, will outline their recent ground-breaking audience measurement work and its relevance for the OOH industry globally.”

oma 1point5The OMA earlier this year upgraded its MOVE audience measurement system to ‘MOVE 1.5,’ which uses data from a neuroscience study that measured “key moments that memory and emotion peak in the brain to evaluate the impact of OOH signs.”

Kinetic global CEO Keith Kaplan also joined the list of speakers at the event.

Kaplan, an expert on digital media, who helped build a global ad network at Adconion (now Amobee), led Global Client and Agency Development for Yahoo, and spearheaded global monetization for King Digital Entertainment, a division of Activision, before joining WPP-owned Kinetic, the world's largest specialist Out of Home media agency.

US-headquartered Kinetic has 22 offices in 13 countries plus a network of affiliates, serving hundreds of agencies and brands worldwide. Kaplan brings unrivalled knowledge of the march of digitization in today's media world and OOH’s convergence.

Rob Debrow, the World Federation of Advertisers’ (WFA) marketing services lead, who heads its Planet Pledge initiative, will outline the increasing emphasis that brands are placing on media owners and agencies to operate appropriate sustainably policies. The WFA represents the world's leading advertisers, accounting for 90% of global ad spend.

WOO president Tom Goddard said : "Digitization, Audience measurement and Sustainability will be three of the key themes at Toronto 2022 [May 25-27] and we have been very fortunate in securing ‘Kappy’ Kaplan, Rob Debrow, Charmaine and Grant - all unrivalled experts in their respective fields - to enlighten us.

 "Their insight, intelligence and experience ensure Toronto 2022 is an unmissable event for everyone who is invested in the future of Out of Home Media. We now have over 30 confirmed industry experts from markets across the globe and we will be revealing further speakers and topics progressively each week.”

Congress overview and registration here.