We hear that 232 members took the recent TAB 2015 Benchmarking Survey, far exceeding the Traffic Audit Bureau [1]’s goal of 150 completes by 55%.
Kym Frank, new TAB president, says that a key component of TAB’s vision for the future is Operation M.O.R.E. – Measurement Optimization and Ratings Enhancement.
“As a part of the TAB 2015 Benchmarking Survey, I asked the membership to rate the importance of several potential M.O.R.E. enhancements on a 7-point-scale, with 7 being ‘Extremely Important’,” says Frank. “Of the nine enhancements we measured, ROI measurement was #1, with 76% of our members rating it a six or seven (average rating of 6.1).”
While ROI rose to the top, it was a statistical tie with four other enhancements: Cross platform reach and frequency (how Out-of-Home extends other media) barely outdoing Advanced demographic/psychographic measurement; Actual delivery information following the campaign; and Mixed media reach and frequency (across different out-of-home formats).
These were followed up by: Ratings for currently unmeasured formats; Seasonal measurement; Measurement by day of weerk and hour of day; and MRC accreditation.