Apr
16
TAB Conference Recap
Filed Under Advertising, Digital Signage, metrics
Back in Toronto for the next 5 whole days, thoroughly exhausted after 10+ hours of travel (don’t ask) and in need of some down time but before I do that, I figured I’d let you know about the last 3 days at the TAB conference in Boca went.
All told, a great conference.. As always, a lot of that is in the networking and chatting and judging by the 2 hours of entering business cards into Outlook, I’d say it was successful for me as well. It was opened by presentations/discussions from folks like Jack Myers, Jack Sullivan and folks from Coca-Cola and Travelocity
Conference Purpose:
The conference itself was focused on TAB and it’s new “Eyes On Audience” system which tracks/prices outdoor advertising based on what they feel is a more meaningful rating approach to selling Outdoor ad space…kinda like COMBs VAI (Visibility Adjustment Index) although it goes a little deeper. I should note that this really is a rating system for Outdoor ad space and will have little impact on those that have retail or place based networks.
Outdoor is currently sold based on DECs which is basically a traffic or “circulation” count of how many people are in the area. If a sign is angled the wrong way, it still gets counted under the existing methodology.
“Eyes On” reduces the DEC (which many in the audience were not at all happy with because it means that their $s go down), although Joseph Philport, the Dr. leading the initiative, feels that it is more accurate so you can sell more on VALUE. Should be interesting to see how this one plays out although I see a scrap coming
The overview can be found here: http://www.eyesonratings.com/recent_publications.asp. I was interested to see that Erwin Ephron, someone whose work I greatly respect and the father of recency theory in advertising, also had a presentation on the link above. There’s some interesting info on Reach and Frequency in his presentation.
Workshops:
After the main intro, there were some workshops. I attended one on Digital where a panel of folks from various Networks spoke on some of the challenges in the Digital side of the business. These Included; Captivate, Zoom, CBS Outernet and Lamar…all very different business models inside Digital. They did well, although I got the distinct impression from a few conversations with folks not in the industry that they are still very lost in understanding how best to approach this space coming from the traditional side. There are a lot of moving pieces to Digital Signage and it seems to confuse some folks who are used to simply selling real estate (static boards).
Other than that, great people and worth the trip.
Now if only I could find some place to sleep…
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Nice writing style. Looking forward to reading more from you.
Chris Moran
[...] michael@bilerico.com (Michael Crawford) wrote an interesting post today onHere’s a quick excerptThe conference itself was focused on TAB and it’s new “Eyes On Audience” system which tracks/prices outdoor advertising based on??what they feel is a more meaningful rating approach to selling Outdoor ad space…kinda like COMBs VAI … [...]
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[...] son côté Rob Gorrie a publié un post sur la conference TAB aux Etats-Unis et son nouveau système "Eyes on Audience" et renvoie à deux [...]