Message From TAB’s President & CEO, Joe Philport

March 1, 2010

Dear TAB Member,

EYES ON is now here! Its official launch on January 1, 2010 heralded a new age in industry credibility and TAB is excited to hear that many members have already begun embracing EYES ON ratings in their business practices.

Over 20,000 units of new inventory were added in the first quarterly update released on February 22nd. Additionally, TAB has been busy reconfiguring EYES ON database formats to facilitate the ability of third party processors, such as Arbitron and IMS, to integrate EYES ON into their existing multi-media systems.

Importantly, TAB is committed to insuring that every member – advertiser, agency and operator – whether in small companies or large – is on a level playing field with the same access to EYES ON numbers, tools and information. Toward that end, we have established several training programs and encourage you to participate.

Company Champions
Last year, TAB launched a program which designated an individual within each member company to act as the internal champion charged with incorporating EYES ON information into their systems and training colleagues in its use. Earlier this month, TAB expanded the program to include access to reach/ frequency tools through TELMAR’s OOH planning system so that each company can explore the range and richness of EYES ON within their own business. This 90 day program expires on May 7th and we urge all member companies to use this opportunity since the successful adoption of EYES ON requires such hands on application and use.

Individual Mastery
Our goal is to make sure that everyone interested in OOH media can benefit from what EYES ON has to offer and TAB is providing several means to learn more. First, EYES ON University provides the basics and we recommend that you complete – or even repeat – the course work. Second, webinars addressing topics requested by TAB and OAAA members are being given frequently and include an active Q&A component. Try to participate in as many as possible, noting that past sessions are archived at http://www.eyesonratings.com/webinar_video.aspx.

Finally, TAB is excited to announce the launch of a dynamic new forum to give everyone the opportunity to actively listen, learn and exchange ideas: EYES ON Bloggers. Ultimately, it is through your active participation that you may better understand and directly influence how EYES ON will be used by our industry. I invite you to join the conversation, sign up to be notified when new posts are added, and share your reactions by posting comments.

It is our hope that you will use these next two months to become knowledgeable about EYES ON so that you can fully benefit from the many offerings planned at the upcoming TAB/OAAA GO!2010 Out of Home Media Conference and Marketing Expo being held May 2-4, 2010 at the JW Marriott Desert Ridge Resort. If you haven’t already, register today to attend.

As always, we appreciate your support and welcome your feedback, whether through our blog or by email at joephilport@tabonline.com or phone at 212-972-8075.


See you in Phoenix!
Most sincerely,