Go-Ahead for OoH Measurement Upgrade Pilot

In the US, Out-of-Home (OoH) ad ratings body the Traffic Audit Bureau for Media Measurement has given the green light to the testing phase for a major upgrade to the industry's audience measurement system.

'Operation M.O.R.E.' - Measurement Optimization and Ratings Enhancement - is intended to fuel significant improvements to TAB's audience measurement system, which was originally released in 2010 and upgraded to include digital ratings in 2015. New enhancements will include data on seasonal variation and dayparting, coverage of additional formats, provision of advanced audience profiles, and scope for pre- and post-campaign analysis.

A committee of industry experts will build a short list of data providers and research partners to help with the tests.

Former Symphony and Zenith exec Kym Frank (pictured), appointed in May as the Bureau's President, comments: 'The industry is changing dramatically due to the availability of passively captured audience location data. By infusing information collected from sources like connected cars and smartphones, our measurement system can better reflect how today's consumers are moving throughout their day. Operation M.O.R.E. will leverage the latest data in profound ways to allow advertisers to see the true impact of Out of Home'.

TAB, on the web at www.tabonline.com , was established in 1933 and is a non-profit organization measuring audiences who actually see advertising, now including ratings for transit media and digital billboards.