C A L E N D A R

by Joe Philport President and CEO TAB

Today is a land-mark day for out of home (OOH) measurement as TAB releases its next generation of TAB Out of Home

Ratings, marking the first major expan-sion of our system since its initial roll-out in 2010. This update incorporates ratings for digital and transit inventory, more demographics, and provides buyers and sellers of OOH with a much more refined measurement system.

Let me be clear, this is a game-changer for our industry. Four years ago, it was acceptable to report audiences who noted standard ads fixed to billboards as they passed them. Today, we live in a far more dynamic environment with digital structures that regularly rotate ads, as well as buses and other ve-hicles constantly moving from one point to the next.

It became clear we needed a more dynamic system of measurement to

OOH Industry Sees Breakthrough Expansion in Measurement

June 16, 2014

Outdoor Advertising Association of America • 1850 M Street, NW, Suite 1040 • Washington, DC 20036 • (202) 833-5566

June 18 Webinar: Power of Static Billboards 2:00 pm

June 18CSOAA Meeting Sacramento, CA

August 4Art Everywhere US Launch New York, NY

August 28Illinois OAA Conference Chicago, IL

September 8OAA Ohio Meeting Cincinnati, OH

September 15-16OAAA Safety Seminar Houston, TX

October 6NCOAA Annual Meeting Raleigh, NC

October 14 OAAA Executive Committee Planning Meeting New York, NY

November 11FOARE Board of Directors Meeting Washington, DC

November 11OAAA Legislative Committee Meeting Washington, DC

November 11OAAA Board of Directors Meeting Washington, DC

November 12OAAA Legal Seminar Washington, DC

account for this ad movement, one that could be calibrated to incorporate big data solutions based on whatever the needs of our industry may be.

It is tremendously exciting for us to take the oldest medium in the world in a more contemporary direction. Not only are we going digital, but for the first time, OOH is becoming a more time-based medium.

This shift is being facilitated, in part, by one of our key research partners, INRIX®, which supplies TAB with the speed data that allows us to determine the impact of congestion and dwell time as cars travel past standard and digital ads across the country. What we are talking about here is a level of sophisti-cation and precision with our measure-ment that rivals most other media.

What exactly is being reported in the new release?

• All Standard Formats that are currently measured by TAB. This includes hundreds of thousands of units on roadways and in urban centers in all markets across the

country, now taking into consider-ation volume and speed throughout the day.

• Digital Spot Ratings are being re-ported for the first time for each ad on a digital structure as opposed to merely a rating for the structure itself.

• Transit Ratings are being reported for transit formats that include bus interiors and exteriors, bus and rail interiors, station interiors and mobile billboards.

• Expanded Demographics with nearly 250 audience segments, primarily defined by age, gender, income, ethnicity, etc.

It should be noted that transit ratings for bus exteriors required TAB to col-lect traffic information as buses move along their routes. Ratings for these

Outdoor Advertising Association of America • 1850 M Street, NW, Suite 1040 • Washington, DC 20036 • (202) 833-5566

F e b r u a r y 7 , 2 0 1 1 P a g e 2June 16, 2014 Page 2

TAB (cont.)

Houston Mayor Annise Parker unveiled the PSA during the press conference.

OAAA’s advertising agency road show is touring Texas. Creative teams at Bromley, Creative Civilization (pictured above), Latin Works, and Y&R were presented with the latest on the OOH advertising industry last week.

“mobile” ads utilize the same data and procedures used for measuring roadside OOH formats, while ratings for ads in stations and bus and rail interiors also uses public domain counts of passengers and commut-ers.

We have ensured that all proce-dures involved in measuring transit media have been designed so that ratings for transit, digital, and road-side formats are scalable and com-parable. This work and the sheer amount of information involved will require a phased migration of tran-sit ratings through the remainder of the year.

We realize that advertisers want to better gauge the impact of OOH. That impact begins with an account-able measure of audience delivery. By providing greater precision and scope, we have raised that level of accountability by several notches.

Advertisers can target their ads lo-cally anywhere in the country while having confidence in the audience that the advertising delivers.

It was a breakthrough when TAB Out of Home Ratings was initially launched just a few years ago, but this enhancement takes our measurement system to a whole new level. Quite simply, this latest release represents a major step forward for our industry.

Established in 1933, TAB is an ad-vertising trade organization whose mission is to lead the development and delivery of out of home media measurement systems in America. TAB initially released its TAB Out of Home Ratings in January 2010, the first system to measure audiences who actually see advertising. For more information, visit www.tabon-line.com.

Texas Ad Agency Road Show

Underground OOH Art ExhibitNew York artist An-dres Serrano is using OOH to highlight the city’s homeless in his new project Residents of New York. NYC’s West 4th sub-way station domina-tion serves as the largest exhibit of the project, which was created in partnership with public art organi-zation More Art.

Micaela Martegani, More Art, said she and Serrano wanted to dis-play the photographs in “something between a traditional exhibition and a social awareness campaign. Subway stations seemed like a good choice… to spur debate about homelessness in New York.”

Serrano also wanted to place his art-work in areas with the greatest public

reach. “I wanted to pay homage to them and put them somewhere visible where people could actually see the faces of the people you encounter on the street that you normally don’t look at.” Learn more in The Huffington Post.

Watch a video about station domination.

Outdoor Advertising Association of America • 1850 M Street, NW, Suite 1040 • Washington, DC 20036 • (202) 833-5566

F e b r u a r y 7 , 2 0 1 1 P a g e 2Page 3June 16, 2014

Eye Catcher

International Roundup

Today is the last day to sub-mit applications for FOARE scholarships.

The FOARE Scholarship Pro-gram provides assistance to students enrolled in undergraduate and gradu-ate college and university programs. The scholarship program supports the edu-cation and career goals of those who are part of the outdoor advertising in-dustry family along with other students pursuing a course of study related to the industry. FOARE awards ten scholar-ships on an annual basis. The following scholarships are awarded: • Six general student scholarships for

$3,000 each

• The Creative Arts/Design Scholar-ship for $3,000

• The Vern and Elaine Clark Outdoor Advertising Industry “Champion” Scholarship Endowment for $4,000

In this Texas Pete billboard execution, burger lovers are reminded about their love of SiraCHA! sauce.

Eye-Tracking Tech Launched in UK New eye-tracking technology has launched in the UK for OOH ads. The technology will allow advertisers to see how their campaign is perform-ing across a number of OOH formats and locations - from billboards to digital place-based screens - showing the number of people looking at an ad, how long they are looking, their gender, and approximate age.

The first campaign using the technol-ogy is set to run during the World Cup to measure audience engagement across TV screens at live events in London, over 330 bars and 50 sport-ing centers. Learn more here.

Anti-Texting While Driving Cinema Ad Shocks Moviegoers in Hong Kong

To remind people to keep their eyes on the road while driving, Volkswagen created an interactive cinema ad.

Called “Volkswagen Eyes on the Road,” the ad was shown as a trailer at the MCL Cinema in Hong Kong. It starts with a driver getting into a car and going off for a drive. A text mes-sage from a location-based broadcast-er is then sent to moviegoers in the cinema, causing many of them to take out their phones and look away from the cinema screen.

At this instance, the driver gets into a crash—leaving moviegoers in shock, reminding them to keep their phones away while driving. Watch a video about the campaign.

Today is the Last Day to Apply for Scholarships

• The Ruth Segal Scholarship consist-ing for $4,500

• The Reagan Family Scholarship Endowment for $4,000

To learn about qualifications and crite-ria, please visit the FOARE Scholarship Program website. The application form can be downloaded here.