OOH Audience Measurement takes centre stage as Gideon Adey leads experts at APAC Forum 2025 in Seoul, tackling challenges to boost industry growth

Gideon Adey, WOO Measurement Consultant, is leading the charge to address the critical issue of OOH Audience Measurement at this year’s APAC Forum.

Also read: WOO, Ad Net Zero refine Global Media Sustainability Framework for OOH sector

The event runs from 5th to 7th November 2025 in Seoul, bringing together some of the brightest minds in OOH media.

Adey will be joined by Daewon Kim, CEO & Founder of PODO Media Network from Korea; Ichiro T. Jinnai, President of Hivestack Japan; and Elizabeth McIntyre, CEO of the Outdoor Media Association and MOVE Australia.

Together, this expert panel will delve into the formidable challenges of delivering market-wide audience metrics in the OOH space and explore how best to navigate these obstacles.

The path to reliable, market-wide OOH Audience Measurement is complex and fraught with difficulties.

Yet, as Adey emphasises, “The first step of any daunting journey is the hardest. We will focus 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.”

This issue is crucial because trusted audience metrics are directly linked to increasing investment in OOH advertising.

Data drives the media economy and underpins automated, programmatic trading—areas where OOH must keep pace if it is to thrive.

Despite this, many APAC territories have yet to commit fully to developing robust audience measurement systems.

Richard Saturley, WOO CMO, highlights the urgency of the matter: “Audience measurement is one of Out of Home’s recurring issues as technology advances rapidly and online platforms continually shift the goalposts. It’s essential that OOH stays ahead of the game, and we’re fortunate to have Gideon Adey and his expert panel in Seoul to outline a roadmap.”

The APAC Forum 2025 promises to be a landmark gathering where industry leaders unite to push forward the future of OOH Audience Measurement.

Also read: WOO, Ad Net Zero refine Global Media Sustainability Framework for OOH sector

With sustained investment and collaborative effort, the forum aims to unlock new growth opportunities and set the stage for a more data-driven, transparent OOH advertising landscape.

Source: Read more at iretura.com