|
Any company that advertises in
an O-O-H medium.
- For advertisers, the key benefit
of membership is the message sent to
O-O-H plants relative to their belief
in independent verification for proper
accountability. Unfortunately, without
advertisers' support the outdoor companies
may be less inclined to provide this
form of accountability.
- Since TAB is a not-for-profit association,
its future direction is decided by its
membership. As users of out-of-home
media, advertisers will have the opportunity
to participate on committees of interest
and assist in setting the future direction
of the organization. For example, if
they have interest in a medium that
is not audited, they can get involved
with the
Audit Development Committee which
is working to enhance the scope of out-of-home
audited.
- Membership in the TAB provides advertisers
with the ability to objectively plan
their out-of-home buys prior to providing
official notification to the outdoor
companies.
- Advertisers can assess which out-of-home
media are available in a given market,
the strengths and weaknesses of companies
that compete in the market and determine
the number of panels needed to buy to
achieve a particular GRP goal and compare
that to proposed allotments at various
GRP levels submitted by the outdoor
companies.
- If advertisers are buying specific
locations they can compare the DEC's,
by panel, that the outdoor company has
provided with DEC's audited by the TAB.
If there is a discrepancy they can then
discuss it with the outdoor company.
Doing this would let the outdoor company
know that they are looking at all aspects
of the buy relative to proof of performance,
including accuracy of DEC's.
Beginning in 2007 the role and function
of TAB will be expanding with the commencement
of TAB’s Integrated Audience Measurement
initiative. This initiative will allow the
TAB to set the gold standard for future
measurement, from which all will benefit.
The end result will be ”eyes on” audience
data in over 200 markets in the US, making
OOH the first medium to provide this. It
will include board by board demographic
ratings as well as pedestrian counts for
all relevant media types.
The timing could
not be better as advertisers and agencies
search for accountable alternatives to traditional,
outdated research methods. The decision
to move forward was made after an extensive
RFP process and review, and we are thrilled
that to have the support of some of the
worlds leading research organizations to
assist in bringing this program to life.
The OOH industry will be the first to own
and control its measurement system, giving
us improved cost/value management and significantly
greater value over time.
|
If annual Out-Of-Home
Expenditures are:
|
Dues |
|
Under $5,000,000 |
$418 |
|
$5,000,000 - $20,000,000 |
$638 |
|
$20,000,000 - $30,000,000 |
$869 |
|
Over $30,000,000 |
$1276 |
|
Register Here For Application.
|
