For the first time in fifteen years, the entire TAB team was invited to join the audience of OOH advertising professionals for the joint TAB/OAAA Out of Home Media Conference & Expo. This year’s theme was “The BIG Picture.” President Kym Frank announced major changes taking place at TAB and discussed a series of events which led to these changes, including her tour across the country to meet TAB members and an online survey which pulled feedback from over 230 members.
Kym’s findings revealed two areas that needed work for the organization: “1) improving outreach, training, and member services; and 2) enhancing measurement, integration, and technology, so that our OOH measurement and analytics are truly state of the art, future-proof, and deliver what our members need to win.”
Over the last year, the TAB tackled these areas by offering training programs for members, launching a “Geek Out” help desk, and offering weekly “Out of Home Office Hours” with compelling content to help members take their businesses to the next level. Kym announced improvements to the existing TAB toolkit, new software and IT infrastructure enhancements. Finally, the TAB invested in a proof of concept test of Operation M.O.R.E., a new approach to out of home measurement utilizing state of the art data sets.
The news that excited most, particularly on social media, was the announcement of the TAB’s new name, GeoPath.
The logo, encapsulated by a teal “O”, received applause from the crowd as it was shown vividly across the screens on stage. @GeoPathOOH then became one of the top three most mentioned usernames for #bigpic16, according to aka.tv.
On September 19, 2016, the TAB’s new brand will go live, signaling a new vision and the inevitable shift within the industry. “We are the industry standard that powers a smarter OOH marketplace – through state-of-the-art audience location measurement, insights, and market research innovation,” Kym stated.
We’ve heard it time and time again, that the OOH industry is a growing medium. The BIG Picture proved that OOH is an industry that thinks BIG! It was Futurist, Mike Walsh, who then encouraged attendees to not only think BIG, but more importantly to think new in an ever-evolving advertising landscape…
…a new name, a new brand, a new image – GeoPath!
Follow us @GeoPathOOH.