The BIG Picture: A Place To Learn at #BigPic16

Gail Chiasson, North American Editor

If you are planning to attend the TAB/OAAA Media Conference and Expo, ie, The BIG Picture, in Boca Raton next week, the program is really interesting, including the afternoon Workshop sessions.

TAB-BigPicture-LOGO-Full (2)Unfortunately you can’t attend every one, since, from 2 p.m. to 3 p.m., three will be held simultaneously, and you’ll have to choose between those entitled: Operation M.O.R.E. (about the new ratings system developed by TAB), Independent Lens; and The Future of Out-of-Home Transactions.

We asked François de Gaspé Beaubien, who is chairman and chief coaching officer of Zoom Media as well as chairman of the board at the Digital Place-Based Advertising Association, what he will be mentioning as a panelist on the Independent Lens panel.

“Among other things, I’ll be looking at the progress the industry has made over the past eight years,” said de Gaspé Beaubien. “For example, eight years ago, software had a limited C suite focus. Today, there’s an adoption of Ad Tech solutions being driven from the CEO on down. Out-of-home is offering richer data yielding higher CPMs.

“Eight years ago, there was a lack of credibility on the ratings. That’s when TAB started the Eyes-On plan. Today, the TAB rating provide real credibility.

“And OOH – then simply called Outdoor – used to be ‘last on, first off’ media plans. Today. OOH is one of the fastest growing, most nimble and innovative mediums. It’s the only traditional medium that’s growing; it’s being used to amplify online campaigns; and it has better measurement supplemented with mobile data, enabling OOH to tap into video budgets.

“For example, Ayuda is handling over 15 billion data samples per day from 100 million mobile phones and overlaying them over OOH.

“That means that we are taking the rich data we glean from cell usage and overlaying it on TAB data for outdoor, Nielsen, and Gfk/MRI for digital place-based knowledge and use.”

Others on that same panel, all worth hearing, include: Howard Greiner, president, Buntin Out of Home Media; John Barrett, partner, Barrett Outdoor Communications; Mike Norton, executive vice-president, Norton Outdoor; David Pridgen, CEO, co-founder and safety director, Do-it Outdoors; and Bill Schwartz, CEO, Vector Media.

Definitely a knowledgeable group worth hearing!


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