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Any company that creates,
prepares or buys and/or places O-O-H
advertising on behalf of advertiser
clients. If you sell media you are in
the wrong category.
- With membership in the TAB, they
will have the ability to objectively
plan their out-of-home buys prior to
providing official notification to
the outdoor companies.
- Agencies/Buying Services 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. They can then
compare that number to proposed
allotments at various GRP levels
submitted by the outdoor companies.
- For advertisers for which they
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 address it with the outdoor
company thus providing a measure of
accountability to the buying and
selling process.
- Membership in the TAB also sends
a clear message to the outdoor
companies as to the importance the
buyer place on accountability. If
advertising agencies do not support
the organization via their
membership the outdoor companies
question the value of audits.
Advertising Agencies/ Buying
Services should not buy un-audited
plants because they cannot properly
validate their numbers.
- Since TAB is a not-for-profit
association, its future direction is
decided by its membership. As buyers
of out-of-home media, agency members
will have the opportunity to
participate on committees of
interest for their clients 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.
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.
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OOH Billings |
|
|
2007
Dues |
2008
Dues |
2009
Dues |
|
$450,000,001 +
|
|
|
$15,000 |
$30,000 |
$50,000 |
|
$400,000,001 |
to |
$450,000,000 |
$12,500 |
$25,000 |
$37,000 |
|
$350,000,001 |
to |
$400,000,000 |
$11,250 |
$22,500 |
$32,500 |
|
$300,000,001 |
to |
$350,000,000 |
$10,000 |
$20,000 |
$30,000 |
|
$250,000,001 |
to |
$300,000,000 |
$8,750 |
$17,500 |
$28,000 |
|
$200,000,001 |
to |
$250,000,000 |
$7,500 |
$15,000 |
$24,000 |
|
$150,000,001 |
to |
$200,000,000 |
$6,250 |
$12,500 |
$20,000 |
|
$100,000,001 |
to |
$150,000,000 |
$5,000 |
$10,000 |
$15,000 |
|
$75,000,001 |
to |
$100,000,000 |
$3,750 |
$7,500 |
$12,000 |
|
$50,000,001 |
to |
$75,000,000 |
$3,125 |
$6,250 |
$10,000 |
|
$25,000,001 |
to |
$50,000,000 |
$2,500 |
$5,000 |
$7,500 |
|
$10,000,001 |
to |
$25,000,000 |
$1,875 |
$3,750 |
$5,000 |
|
$1 |
to |
$10,000,000 |
$1,000 |
$2,000 |
$3,500 |
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- A Founder Agency would pay 2/3
of its 2007-2009 dues split in equal
payments in January and July ’07.
- The remaining 1/3 will be split
into 2008 and 2009
- As a reward for being a founder,
the agency would receive a 10%
discount off its membership dues in
2010 and in perpetuity.
Register Here For Application.
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