Update: Where TAB measurement stands

At the end of last year, TAB, the Traffic Audit Bureau for Media Measurement, contacted nearly 60 companies asking them to submit proposals for improving the measurement out of home advertising.

On the eve of the deadline for those proposals, TAB is readying to evaluate them based on five main criteria outlined by Nancy Fletcher, TAB’s interim chief executive officer and also the president and CEO of the Outdoor Advertising Association of America.

You can read those criteria in this PDF: TAB 2015.

The proposals are due Tuesday, and Fletcher tells Media Life that TAB will contact a short list of vendors on Friday. On Feb. 10, following an all-day TAB meeting, the finalists will be chosen.

On Feb. 25 and 26, those finalists will be interviewed by an evaluation team, and TAB’s leaders will consider the recommendations on March 2.

Fletcher says the winning bidders will likely be announced before fall.

Late last year, media people detailed what they were looking for in out of home ratings measurement. Fletcher told Media Life that areas of interest include more ROI metrics, layering in new data sources and including cell phone data.

Tags: OOH, ooh measurement, ooh ratings, tab, tab measurement, tab ratings