DailyDOOH

Gail Chiasson, North American Editor

We see that Kym Frank, new president of the Traffic Audit Bureau, after one month on the job, is keeping TAB members aware of her current focus.

Frank’s note to the members says, “The Out-of-Home industry is experiencing a period of impressive growth and significant innovation. It is a great honor for me to take over the reins and navigate TAB through these exciting times. As I celebrate my first full month at TAB this week, I would like to share some of the ideas and initiatives I am working on.

Last year, the TAB Board appointed a Leaders Taskforce to develop a vision for the future of the organization. A big part of my job to help bring that vision to life. There are five key initiatives I am currently focusing on to accomplish this task:

• The ‘New’ TAB – TAB is undergoing a transformation. In implementing this new vision, we will be adjusting our image and branding, embracing a collaborative, open and fun office culture, and even moving to new office space. Our move is scheduled for November. I hope the new office will become a place the industry considers a home base in NYC.
• Stakeholder Assessment – It is important that all of the voices in our industry are heard, so I am conducting a full stake¬holder assessment. Via one-on-one meetings and a survey, I will set priorities and establish benchmarks – both for the organization and for OOH measurement.
• Operation M.O.R.E (Measurement Optimization and Ratings Enhancement) – We are exploring new methodologies to offer more comprehensive format measurement, including features such as enhanced behavioral demographics, ROI metrics, and daypart measurement.
• Training and Outreach – TAB is establishing a social presence and increasing its member outreach. (Please follow us on Twitter @taboohratings) We are hard at work scheduling train¬ing sessions with agencies and establishing ongoing agency communication. TAB will also be developing thought leadership in conjunction with OAAA to showcase the strength of OOH advertising.
• Data Integration – Finally, TAB is seeking the best opportunities to integrate our data into planning and buying systems, third party data providers, and beyond.

Through enhanced measurement, heightened awareness and education, TAB is ready to play its role in increasing OOH’s share of ad spend.

It sounds like Frank has already developed a pretty good handle on her role and the current needs of the organization. We’ll be watching how these initiatives develop.

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