TAB Board Votes for Major Upgrade to OOH Measurement System

Dec 04, 2015, 08:40 ET from TAB

NEW YORK, Dec. 4, 2015 /PRNewswire/ -- Today the Traffic Audit Bureau for Media Measurement's Board of Directors gave unanimous approval to begin the testing phase for a major upgrade to the industry's audience measurement system. The Traffic Audit Bureau, or TAB, is the Out of Home advertising industry body that develops the ratings currency used across the United States and Puerto Rico.

This test is expected to fuel significant improvements to TAB's audience measurement system, a project dubbed "Operation M.O.R.E.," - short for Measurement Optimization and Ratings Enhancement.  The current TAB ratings system was originally released in 2010 and upgraded to include digital ratings in 2015.  The newly created ratings system will include enhancements such as the ability to gain seasonal variation and dayparting, expand coverage to additional formats, provide advanced audience profiles, and conduct pre- and post-campaign analysis.

A specially selected group of industry experts, The Operation M.O.R.E. Committee, will review a short list of data providers and research partners to participate in the test phase.

"The industry is changing dramatically due to the availability of passively captured audience location data," states Kym Frank, President of the TAB. "By infusing information collected from sources like connected cars and smartphones, our measurement system can better reflect how today's consumers are moving throughout their day. Operation M.O.R.E. will leverage the latest data in profound ways to allow advertisers to see the true impact of Out of Home."

Frank began her tenure at TAB in June of this year with the task of improving the measurement system used today.  She has worked in the media research industry for nearly two decades, including agency expertise and work in the cross-platform measurement space.