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Quality Time
 There
is no doubt that the most important aspect
of any conference is the opportunity it
creates to come together, share ideas and
synthesize disparate perspectives. TAB's
Out of Home Media Conference and Marketing
Expo being held next month at the Marriott
Desert Spring in Palm Desert, California,
will do just that. It’s a fantastic opportunity
to celebrate our successes while exploring
new ways to collaborate and build an even
stronger future for our industry.
This is a great
time to be in the out of home advertising
business as we have never been in a better
position to fulfill the needs of advertisers
than we are today. Not just because other
media are struggling, but because out of
home delivers the perfect mix of innovative
marketing solutions and new, highly effective
measurement tools.
Over the last few
years, TAB has been designing the tools
that are necessary to document and verify
the value of Out of Home media for advertisers
and their agencies. We are in the process
of building an integrated research initiative
that uses DEC’s together with visibility
adjustments (VAI’s) and travel surveys to
produce a complete, state-of-the-art Out
of Home measurement system.
Yet, the Out of
Home industry is constantly evolving and
perhaps the most essential
NEW RULES
is that we remain open to change and incorporate
new methods whenever appropriate. The Conference
will provide the ideal forum to explore
options, examine what’s being done around
the world and collectively determine how
we should proceed.
The design of the
Conference encourages such discussion and
debate. The general sessions will feature
six interactive panels followed in the afternoon
by three workshops that collectively will
provide ample opportunity to exchange ideas
and build consensus. And if that wasn’t
enough, two great social events will keep
the conversation rolling: the always competitive
Golf & Tennis Tournaments on Tuesday afternoon
as well as at the 64th Annual OAAA OBIE
Awards & Gala Dinner, which closes out the
event later that evening.
In addition, three
great keynoters will challenge us to think
BIG: on Monday, Kevin Frieberg, co author
of Guts will talk about Embracing Change
Courageously and Howard Schultz, Founder
of Starbucks will discuss the need for continuous
renewal. And then on Tuesday, Paul Lavoie,
Chairman & Chief Creative Officer of TAXI,
featured on the cover of this month’s Creativity
Magazine will dare us to Break the Rules.
Finally, the Marketing Expo will spotlight
a diverse and exciting range of companies
who are providing cogent and effective solutions
for every advertiser need imaginable.
Out of Home’s star
is rising and it is essential that we work
together to build a stronger and more effective
future. The whole really is larger than
the sum of its parts. Come join us in Palm
Desert April 23 – 25 to shape that future.
I look forward to
seeing you then!
President & CEO
The Traffic Audit Bureau for Media Measurement,
Inc.
271 Madison Avenue, Suite 1504
New York, NY 10016
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