Traffic Audit Bureau to Be Renamed Geopath

In the US, the Traffic Audit Bureau for Media Measurement (TAB) is to be renamed Geopath, as part of its shift from out-of-home (OoH) ratings to audience location measurement. The new brand will go live on September 19th this year.

Established in 1933, TAB is a non-profit organization which acts as an independent auditor for OoH media in the US, offering a system which measures audiences who actually see advertising, and ratings for transit media and digital billboards. The new name has been created to communicate its shift in focus from strictly measuring OoH ad inventory like billboards, transit advertising and bus shelters; to measuring and analysing audience location, and how consumers engage with OoH ads while on the move.

TAB President Kym Frank (pictured) comments: 'We are no longer an old school, billboard ratings bureau, so why should our brand sound like one? We thought long and hard about our role in the cross-platform media ecosystem, and what we wanted to stand for. Geopath is the perfect brand expression of our new vision'.

Web site: www.tabonline.com .