TAB Launches “Eyes On” Ratings in Boca Raton

Filed Under Advertising, Digital Signage, Event, metrics

TAB (a.k.a. The Traffic Audit Bureau for Media Measurement) is a Not-For-Profit measurement bureau dedicated to the Outdoor industry. Their mission is to standardize and regulate the circulation numbers of Out of Home media. The equivalent in Canada is COMB. COMB has long had circulation standards that advertisers accept (in varying degrees) and many of Canada’s more mature networks have been involved with them or rated by them for some time.

TAB works with advertisers, agencies and media sellers to provide standard rating and buying metrics. The idea is to go beyond the “partisan, per incident, pay as you play” approach of proving the worth of your outdoor media with one-off research reports, and get down to an audited standard that everyone recognizes. They are launching and intro’ing their new “Eyes On” Rating systems this weekend.

I’m excited about this because it’s a step towards creating a mature, audience based rating system for Outdoor that you can integrate into large, multi buy campaigns for sales purposes. Toronto’s own Kelly McGillivray from PeopleCount was involved in the development.

The conference will be in Boca Raton, Florida, starting Sunday night.

tabhotel

It should be an interesting conference. Lots of folks headed down. The show is hosted by Lamar’s Sean Riley and Starcom’s own Jack Sullivan.

This is getting silly but I’m writing this in Laguardia in NYC as I get on a plane to head back to Toronto, rest up and then get on a plane to go to Boca tomorrow. If you’re headed down, send me an email. I think I’m just going for the sun (it’s not nice weather in Toronto right now) but I’m told I’ll learn a lot too so that’s good