8/9/2019 OAAA Outlook: My Turn - New Goals for TAB OOH Ratings

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My Turn

Two months ago,I accepted a dualrole as interim chiefexecutive of cer atTAB (and OAAA) whileadvertisers, agencies,and media compa-nies work to enhancethe industrys audi-

ence measurement system.

I report to you these key developments:

Within days, TAB will receive sophis-ticated, innovative proposals fromleading technology, research, andanalytics rms. Tossing a wide net inJanuary, we asked nearly 60 entitiesto submit proposals on managingand improving out of home ratings.

Our Request for Proposals (RFP) wasbased on ve priorities, which Ill de -

scribe below. These core goals wereidenti ed by a task force of advertis -ers, agencies, and media compa-nies appointed by the TAB Board.

The TAB Board will convene in earlyMarch to hear recommendations ona new vision for TAB.

Building on ratings progress -- to mea-sure audiences that see OOH ads -- ourambitious mission is a ratings system

New Goals for TAB OOH Ratingsthat is universally accepted and under-stood, woven into the planning/buyingecosystem, credible, and up to date withchanging technology.

Toward that end, the task force ap-pointed by the TAB Board has identi edve areas of consideration. RecognizingTAB OOH ratings as a strong founda-tion, these ve areas represent ways thecurrent measurement system can beenriched to meet evolving needs of the

OOH industry and the advertising com-munity. 1. Maintaining and Developing OOHData Standards TAB currently maintainsan extensive industry database that in-cludes more than a million OOH displays.The data includes inventory locations,traf c counts, visibility adjustments, andother information required to producestandardized and scalable OOH ratingsin markets throughout the country.

TAB leadership recognizes the need toprotect and enhance these industry as-sets. Now its time to refresh these coreassets to meet changing industry needs.

Speci c priorities for developmentinclude increased speed and frequencyof data updates and delivery, ratingsfor both mass and targeted audiences,further leveraging of the data to increasethe fundamental value proposition, andpotentially connecting TAB ratings tomobile device data, driving better under-

standing of consumer movement.

2. OOH Ratings and Data PlatformsToday, TAB provides strong measure-ment of the OOH medium comparableto that used by other major media,using similar market and demographicaudience de nitions. In fact, TAB ratingsgo beyond other media measurementby reporting those who actually see theadvertisements. New technologies offer new opportuni-ties to measure variations in audience

delivery by week, day, and even hour.While some of these innovations havealready been integrated into the ratingssystem, a goal is to provide more infor-mation about audience delivery and itsrelationship with sales (ROI).

Another goal is to expand the use of theratings in planning and buying plat-forms. Therefore, TAB is reaching out toplatform providers who want to integrateOOH ratings into their systems.

3. Data Integration Into Valued Third-Party Databases and Software Ratingsare a primary tool used by media buyers,but advertisers and media planners areoften more interested in understandinghow different media work together. Mostof the syndicated databases have littleor no information about OOH media.

An important goal of the current inves-tigation is to understand what can bedone to position OOH ratings in the high-value, multi-media databases produced

February 2, 2015

Outdoor Advertising Association of America 1850 M Street, NW, Suite 1040 Washington, DC 20036 (202) 833-5566

C A L E N D A RMarch 10 DOOH Summit at DSELas Vegas, NV

March 13-16SXSW Interactive SectionAustin, TX

March 22-25 4As Transformation ConferenceAustin, TX

April 15 Webinar: Value Proposition and ResearchAnchors2:00 pm

May 11 OAAA Board of Directors MeetingSan Diego, CA

May 11-13 OAAA\TAB National Convention + ExpoSan Diego, CA

May 12 2015 OBIE Awards ProgramSan Diego, CA

May 20 Webinar: 2015 Convention Recap2:00 pm

May 27 Webinar: Consumer Mobility2:00 pm

(Continued on Page 2)

8/9/2019 OAAA Outlook: My Turn - New Goals for TAB OOH Ratings

2/2Outdoor Advertising Association of America 1850 M Street, NW, Suite 1040 Washington, DC 20036 (202) 833-5566

F e b r u a r y 7 , 2 0 1 1 P a g e 2February 2, 2015

Global Ad Market to Dip, Then Grow

Georgia on My Mind

Senator Johnny Isakson, R-GA, attended the Cobb County Chamber Annual Din-ner in Marietta, GA, on January 24. The senator is shown here with Joe Garner(left) of Clear Channel Outdoor.

Global advertising spending will slow in2015 to a 5.1 percent growth rate, butwill then accelerate in 2016, accordingto Warc.

The advertising/marketing service saysthis years advertising spending will dipfrom the 5.3 percent level reached in2014, and will resume a faster pace at6.0 percent in 2016.

Twelve territories will see higher adver-tising levels in 2015, with India (11.6%)and China (10.3%) at the highest growthrates. Brazil (7.1%), UK (5.7%), Spain(4.5%), and the United States (3.5%) asthe next-best performers. France willsee a 0.1% dip in 2015, according tothe research.

TAB (cont.)by major research and analytics com -panies. If successful, this will supplya missing context related to the valueof OOH.

4. Education and Training Whilemuch has been accomplished, theconsistent and industry-wide use ofratings will be enhanced by a greatercommitment to education and train-ing, which so far has been underfund-ed. Speci c industry training needsinclude hands-on, real-world trainingfor buyers, sellers, and planners, aswell as cross-media training. 5. Branding/Marketing Communica-tions The nal area of considerationis branding. The task force wants tounderstand how best to strengthenthe adoption of OOH ratings througha strong branding and marketing ef-fort and is seeking partners to help inthis effort. Each of these ve areas was in -corporated into the RFP that wasdistributed last month. Proposals willbe received this week and an evalua-tion process has been established. A

report to the industry is expected inMarch.

As TABs Chair Mary Sheehan hassaid, We have very ambitious goalsfor OOH measurement, and we haveset up a process and plan to getthere. Please feel free to reach out with anyquestions or comments about thesenew goals and my interim role at TAB.

You can reach me at n etcher@oaaa.org or call OAAA at (202) 833-5566or TAB at (212) 972-8075.

My Turn columns are published in therst Outlook of most months. Theseand othe back issues of Outlook canbe found on the OAAA website here .

OOH and Cinema are expected to thehave the highest growth rates (3.9% and4%, respectively) behind the Internet.TV and radio will also see growth, at 2.6and 2 percent respectively. Magazinesand Newspapers will each decline 3.6percent.

The global economic outlook is moreuncertain than six months ago, withEurozone stagnation, Russian sanctionsand a slowdown in Asia all threateninggrowth, said James McDonald, researchanalyst at Warc. It is therefore unsur-prising that many market-watchers,including us, have revised down expecta-tions. Learn more .

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