Kym Frank, president of the Traffic Audit Bureau [1], has moved long-time TAB employee, Jeff Casper, into an impactful new role as senior vice-president, marketing, at the organization.
[2]An evaluation of the 2015 TAB Benchmarking Study revealed that there was a great need to improve Training, Outreach and Marketing (‘TOM’} at TAB, resulting in the move of the experienced Casper into the position.
He is currently on the road, hosting ‘Lunch and Learn’ style events for members across the country. These events include introductions to TAB ratings and methodologies, information on how to use the ratings system, and an overview of Operation M.O.R.E. [3].
TAB has also made several key improvements to TOM. One is the geekOUT initiative which includes:
- ‘geekOUT Tips of the Day’ on social media;
- Regular TAB thought leadership pieces;
- On-call support at geekOUT@tabonline.com for the times you need a TAB Geek at your side.
TAB currently hosts regular one hour webinars with various topics of interest that are free to its members. Coming this year, these webinars will frequently feature industry experts and thought leaders on a variety of important topics such as:
- Programmatic;
- Technology fueling the future of OOH measurement;
- Internet of Things;
- Cross platform media masurement.
TAB has also been building its presence on social media since May and has about 594 followers on Twitter [4]. TAB’s effort to grow its following will continue in 2016.
Under a newly appointed Branding Council, as well as the guidance of Rafkin & Co. [5] strategic brand consulting, the TAB is undergoing a full rebrand. Purpose of this rebranding effort is to change the media industry’s perception of TAB from an old-school billboard ratings bureau to a dynamically different, data science leader in OOH media measurement, insights, and innovation. This will be signaled with a new name, brand positioning and brand identity. Initial results of the rebrand will be revealed at the 2016 TAB/OAAA Conference [6] in April in Boca Raton.