Traffic Audit Bureau (TAB) OOH Ratings
Improving the Media Buying and Selling Process
The rating system was developed to meet the needs of out-of-home media, advertising agencies and advertisers who collectively form the membership of TAB. They were told that users wanted a measurement system consistent with those of other media, giving out-of-home equal strategic and budgetary consideration during the planning process and greater accountability in the buying process.
Now, TAB Out-of-Home Ratings is that audience measurement system. Comprehensive, standardized, quantitative and accurate, TAB Out-of-Home Ratings is now the official currency for out of home advertising. Relevant specifications include:
- Audiences for billboards, posters, junior posters, transit shelters and phone kiosks
- Geographically sensitive reach & frequency
- Granular detail, reporting individual out of home units in over 200 DMAs
- Detailed demographic data comparable to other media
- True commercial ratings based on people who see the advertising
The new ratings allow out of home to become an audience driven medium. Now, TAB Out-of-Home Ratings will help transition the industry from a legacy of selling based primarily on showings and locations to accountability-based selling of the audiences that out of home campaigns actually deliver.
For the first time, out-of-home has scalable audience estimates that can be projected to the DMA or CBSA standard media market definitions used by other media. Now, out of home ratings can be compared and used in conjunction with the ratings of other local and national media.
This means that both local and national sales teams can benefit from the ratings. Local sellers can use TAB Out-of-Home Ratings to demonstrate how out of home media can effectively contribute to the objectives of local advertisers.
The ratings can also make it easier for planners to assess the power of out of home media when used in combination with other media. Most importantly, TAB Out-of-Home Ratings will provide a new level of accountability that will generate more confidence and use among both local and national advertisers.