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RATINGS-DRIVEN MEDIA PLANNING AWARD

A new award for excellence

To encourage collaboration between out of home specialists and agency media planners, and to honor accountability-driven media planning creativity, the TAB in conjunction with the OAAA has created the Ratings-Driven Media Planning Award. This award is given as a category within the OAAA Out of Home Media Plan Awards.

This award is intended to recognize when innovative use of the new ratings system reveals eye-opening strategic insight resulting in more effective media campaigns using out of home. It also celebrates agency media planning and out of home specialist "teams" whose collaborative efforts lead to these breakthroughs.

Award Criteria (We are no longer accepting entrants for this year's award.)

Judging for this award focuses on how using TAB Out of Home Ratings and collaboration between multimedia planning strategists and out of home media specialists, leads to more innovative and powerful media campaigns for the advertiser.

Particular consideration will be given to:
  • The demonstration of out of home's contribution to overall multimedia delivery of the campaign
  • The establishment of audience driven, out of home campaign objectives such as the definition of target audiences, market definitions and ratings, and reach goals for each market
  • Relating campaign audience delivery to overall return on investment or effectiveness

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A new currency

This year, TAB Out of Home Ratings became the industry's official currency, bringing an unprecedented level of accountability to the medium. Accountability, inspiration and a healthy dose of creativity are the foundations for bold and effective media plans.

A new level of accountability

The level of evaluation made possible by TAB Out of Home Ratings increases knowledge of the true communication potential of the medium. In doing so, it benefits current out of home advertisers while opening the door for new advertisers to the medium for building more effective and efficient multimedia campaigns.

Out of home campaign value can now be measured and reflected in demographic audience delivery, reach & frequency, CPMs and contribution to multimedia campaign delivery; now available in general planning systems.

A new challenge

There is a unique challenge associated with making the most out of this opportunity... advertising agency multimedia planning strategists and out of home media specialists are each masters of only half of the new equation.

The new data and evaluation tools empower multimedia planning strategists to discover the true value and power out of home can bring to their media planning. Conversely, media specialists' knowledge about each market's unique out of home opportunities can help design tailored, uniquely powerful solutions to achieve advertisers' goals. Working together, out of home specialists and agency media planners, are in an ideal position to deliver true innovation and creativity for their clients.

 

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