What an exciting time to be joining TAB and the Out of Home industry! With Q1’s revenue increase of nearly 5%, OOH advertising is celebrating 20 consecutive quarters of growth – with no end in sight. As the industry continues to expand and innovate, it is time for us at TAB to embrace a new vision of measurement as well. The TAB Leaders Taskforce has been working for months to create this vision, and I am looking forward to helping bring that vision to life.
My predecessor, Joe Philport, the board, and the dedicated staff at TAB have built a robust and powerful methodology to measure OOH ratings. We envision evolving this measurement to include enhancements such as advanced demographic targeting and the ability to identify campaign impact. I believe that innovations in mobile and gps technology offer great potential to achieve and exceed these goals. We need to increase training to help spread awareness, understanding and adoption of TAB measurement across the industry.
I also believe that we can enhance the value of the TAB brand through marketing, communication and outreach. This communication needs to extend beyond just the key stakeholders in the OOH industry. In order to get a seat at the table, we need to make OOH a key topic in the cross-platform conversations that are happening within the media industry in general.
Over the next few months, I will be reaching out to our membership in hopes that you can spare some time and wisdom. I want to understand the unique needs of your organizations and identify how the new TAB can help meet those needs. I am also looking forward to getting to know you all personally!
In the interim, please feel free to reach out to me if there is anything that I can do for you, if you happen to be in town and want to stop by and meet the TAB team, or if you simply want to say hello. My new TAB contact information is:
Office: 212.972.8075 x 215
Twitter: @TABOOHRatings and @kymfrank
It is an honor and a privilege for me to be taking on the role of President of TAB, and I look forward to working with each and every one of you!