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News from TAB: Kaline calls for new media measurement model at ARF ESOMAR WAM Conference
July 2005 On Monday June 20th,
TAB participated in a full day forum
dedicated to out of home media
measurement as part of the ARF’s
Worldwide Audience Measurement
Conference in Montreal. Co-chaired
by TAB’s Chair & President of
MacDonald Media, Andrea MacDonald,
JCDecaux Worldlink’s Managing
Director UK, Neil Eddleston and
InfoMart GfK BV’s Research Manager,
Netherland, Lex van Meurs, the sessions
underlined the significance media
research has taken in the outdoor
industry.
Ford’s Mark Kaline, a member
of TAB’s Board of Directors, offered the
keynote address (pdf), whose call to
action was clear: that the
responsibility to build a strong new
outdoor measurement model rests with all
involved parties: that advertisers need
to be more proactive in defining and
directing the industry’s research
initiatives, that the out of home
industry needs to agree on a common set
of goals and that research companies
need to work together to achieve these
ends. In addition, Nielsen Media
Research presented results from its GPS
study in Chicago, as did Eurisko NOP
World for Italy and Poster Research for
Switzerland
It is was quite a showing for both
out of home in general and the U.S. in
particular, given this was only the
third year that the conference held a
dedicated forum for the medium. As
Andrea MacDonald pointed out: “That the
outdoor industry has shifted from being
mere spectators at these events to
becoming active participants is no
coincidence. Outdoor advertising
research has entered a significant new
era, marked notably by a host of
innovations from new GPS demographic
data to a VAI measurement project.”
As it turned out, a paper focusing on
VAI measures and co-authored by Erwin
Ephron of Ephron Papazion &
Erphon and
TAB’s Joe Philport won for Best Outdoor
Paper at the event. Entitled The
Creative Heresy in Audience Measurement,
the piece explores whether and how some
measure of creative effect should be
included as a variable for calculating
the size of an audience likely to see an
outdoor display.
Click here to download a copy of the
paper (pdf).
You will be hearing more about the
VAI project in the next few weeks. In
the meantime, I welcome your involvement
and input and can be reached at
212-972-8075, ext 215 or at
joephilport@tabonline.com.
Most sincerely,
Joe Philport
President & CEO
Traffic Audit Bureau for Media
Measurement
About the TAB
Established in 1933, the Traffic
Audit Bureau for Media Measurement Inc.
is a non-profit organization whose
primary mission is to audit out of home
media in the United States. Run by a
tripartite board comprised of
advertisers, agencies and media
companies, the TAB acts an independent
auditor in accordance to guidelines
established by their Board of Directors.
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