Message From Joe Philport

Collaboration wins the day

While summer has already arrived, I can still feel the energy and excitement of the 2010 TAB/OAAA Out of Home Media Conference as if it were yesterday. Moments like those are hard to forget and I only wish all of you could have been there but since you couldn't, we're bringing the conference to you. Visit GO!2010 Conference Content to view presentations and videos of most events.

It was great to collaborate with Nancy Fletcher and OAAA's staff to illustrate the many successes that can be achieved if we all work together. While the OAAA's mandate is wide, TAB's is deep with a singular focus: developing, refining and maintaining the most rigorous audience measurement system for OOH media: EYES ON RATINGS.

Now, the emphasis is shifting from the launch of EYES ON to its integration into business practices. Like any new technology, we need to work with it in order to master it and fully utilize its assets and benefits. This takes time and commitment, but we'll be with you every step of the way. In fact, TAB is working on new tools to facilitate the adoption process which you'll hear about in the upcoming weeks.

Hands on Learning
There is simply no substitute for working with the EYES ON system and TAB offers multiple tools to guide the process: first, EYES ON University which offers educational modules and a test to see how well you've mastered the basics. Take it as often as you'd like and don't be shy about reaching out via email or on the blog to ask a question if you get stuck.

Haven't been to EYESONBloggers yet? Visit today and join the conversation or let us know if there is a topic you'd like to write a post about. Sign up to be notified or register for the RSS feed.

Finally, TAB will be conducting further webinars to insure our members are fully informed about the system and the planning tools that are available for use. And if you missed any held over the last 18 months, they are archived on both the OAAA & TAB websites.

Future EYES ON development
Now that we've launched, the process of developing EYES ON Ratings has just begun. With the guidance and input of our board, we are in the process of expanding EYES ON to include more OOH formats and provide more modes of access. But the real work lies with you. Without your active involvement and commitment to use, the rewards of this award-winning system will go unrealized. Like anything, it's a matter of getting started and there is no substitute for actual experience. One suggestion might be to examine recent schedules developed using DECs to see what these same schedules might deliver using EYES ON ratings. We're confident you'll be impressed by the depth of information now available.

We've come so far! Let's keep the momentum going! As always, I appreciate your support and welcome your feedback and can be reached via email at joephilport@tabonline.org or by calling 212-972-8075.

Most sincerely,