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Joe
Philport's opinion piece appeared in the January 16, 2006 issue of Mediaweek
The recent
Nielsen press conference and subsequent
press coverage of their GPS-based Out of
Home measurement study in Chicago has
caused some confusion about the role of
TAB’s new Out of Home audience research
initiative. I’d like to set the record
straight, but first a little background.
The TAB is a not-for-profit
organization comprised of Out of Home
media companies, advertising agencies
and advertisers. We have been “auditing”
the circulation (traffic counts) of Out
of Home media since 1933.
Approximately 5 years ago, our
membership recognized that the old TAB
audit system was no longer adequate and
our Board voted to rebuild the entire
system from scratch.
The rebuilding began with the design
and implementation of a better audit
methodology. Market-level Daily
Effective Circulation counts (DEC’s)
based on the new procedures were
released in January 2005. The database
reports persons 18+ passing nearly a
half million units of inventory in more
than 200 DMAs. These DEC’s provide an
independent, consistent and robust base
audience count for all markets.
But the TAB is more than an auditor.
We have also been actively exploring new
ways to improve Out of Home audience
research. As part of the initiative, the
TAB has attempted to match the needs of
the industry with the new “best
practices” in Out of Home research
conducted around the world. We have held
two Summits bringing together the best
minds in Out of Home industry and
research to help us study the options.
The primary goal of these meetings was
to establish research priorities.
TAB has also taken an active role in
the last three Out of Home measurement
symposia at the ARF/ESOMAR Worldwide
Audience Measurement Conferences,
co-chairing the ’04 & ’05 events and
submitting papers that explored the
intricate connection between creative
and the number of consumers likely to
see an Out of Home display.
In audience research, the TAB has
worked closely with Nielsen and their
Chicago study; providing both
information and advice. We applaud their
innovative effort. It marks the first
time that a GPS travel survey has been
conducted in the United States.
However, given the complexity of Out
of Home measurement and a growing body
of US and international experience, we
believe that travel surveys (using any
technology) can be only a piece of a
much larger Out of Home measurement
structure.
A Three-part Measurement Program
The TAB is building an integrated
research program that uses travel
surveys together with DEC’s and
visibility adjustments (VAI’s) to
produce a complete, state-of-the-art Out
of Home measurement system.
Using DEC’s as the base counts is
essential. It is the only approach that
can measure all inventory in a market
and report audiences for individual
panels.
Visibility research is also a
critical piece of out of home’s
measurement puzzle. For years, buyers
have systematically discounted Out of
Home audience estimates because
consumers “passing by” do not
necessarily see all outdoor units. VAI
research provides the empirical basis
for generating “likely to see the ad”
audience estimates that can be used in
media planning and ROI systems.
The TAB has already awarded a major
contract to Gkf NOP to conduct the
visibility research (VAI). It will make
Out of Home the first US medium to
report audiences “likely to see” an ad
(rather than just having “an opportunity
to see” an ad).
Demographic data (and
reach/frequencies) are the next step. In
September 2005, a separate RFP (based on
the needs and specifications of the TAB
membership) was sent to more than 20
world-class research organizations,
including Nielsen, to:
- Conduct travel surveys in the
major Out of Home markets
- Integrate travel survey
demographics (and reach/frequencies)
with visibility adjusted DEC’s
- Model demographic audiences (and
reach and frequencies) for the
remaining markets without travel
surveys, using visibility adjusted
DEC base-counts and other relevant
data.
Each of these three assignments will
be awarded separately based on the
capability of the supplier.
We will receive proposals shortly and
will select suppliers early in the 2nd
quarter of 2006. The end result will be
a comprehensive world-class measurement
system for Out of Home media.
State-of-the-art is a moving target.
Out of Home measurement techniques are
constantly improving. Many of the
passive multi-media and single source
metering technologies can easily
incorporate GPS functionality and
should. One of our guiding principles is
that Out of Home’s measurement
architecture must be capable of
incorporating new methods whenever
appropriate.
The Out of Home industry will no
longer be sitting on the sidelines
watching innovation. We will be leading
it.
President & CEO
The Traffic Audit Bureau for Media
Measurement, Inc.
271 Madison Avenue, Suite 1504
New York, NY 10016
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