Philport Retiring as TAB Chief at Year’s End

NEW YORK – Joe Philport, chief of the OOH-measurement Traffic Audit Bureau (TAB) for the past 12 years, will retire at the end of 2014.

Joe PhilportThe traffic ratings group also announced today that it will review the changing needs of the OOH industry in a variety of areas, including metrics and TAB leadership.

Nancy Fletcher, president/CEO of the Outdoor Advertising Association of America, will also be interim TAB CEO after Philport’s retirement.

Philport, who joined TAB as CEO in 2002, led TAB as it developed its Out of Home Ratings system, which offers accountability and more accurate measurement of audiences actually viewing OOH advertising.

In 2009, in recognition of this advancement, the Advertising Research Foundation awarded Philport its Great Mind Award for Innovation. The system has since incorporated ratings for transit media and digital billboards.

“I am proud of what we have been able to accomplish during my time with TAB, providing the out-of-home industry with a strong measurement foundation,” said Philport. “Due in part to this advancement, the OOH industry continues to grow its share of market, media companies are investing heavily in the future and advertisers now have more reasons than ever to invest their ad dollars in OOH media.

“The time is right for new leadership to take over and help navigate TAB through this exciting period of evolution in OOH measurement and its full integration into an advertising ecosystem that includes digital, mobile and social media.”

Philport will continue as a consultant to the TAB Board of Directors.

“Joe has been the steward and strategic force behind TAB Out of Home Ratings, making it the official currency for out of home measurement, and his contributions cannot be overstated,” said Mary Sheehan, senior director of media strategy and planning at ESPN and TAB cChairman.

Nancy Fletcher, president/CEO of the Outdoor Advertising Association of America, will also be interim TAB CEO after Philport’s retirement.

“Nancy Fletcher’s deep understanding of the out-of-home industry, demonstrated leadership ability and longtime membership on the TAB Board of Directors make her the ideal choice to assist during this critical transition,” said Mark Moyer, CEO of Fairway Outdoor Advertising and OAAA Chairman.

“The OAAA fully supports Nancy’s role in this process, recognizing the importance of TAB Out of Home Ratings not only for TAB members, but for the entire out of home advertising industry.”

Jim Spaeth and Alice Sylvester of New York-based Sequent Partners will convene a TAB Leaders Task Force to help set the course for the strategic evolution of OOH measurement, including a new leadership plan. Sequent Partners, a media and brand metrics consultancy founded in 2003, has worked with a variety of industry groups, as well at TAB, to help advance measurement initiatives and achieve common goals.

“TAB has ambitious goals for OOH measurement and we are confident that working with Sequent Partners and Nancy Fletcher to evaluate and plan, we will be on a path to achieve them,” Sheehan said.