#OOH Independent Measurement Continues to Expand

Tristan Cotterill

COMMB, the Canadian Out of Home Marketing and Measurement Bureau, continues to see its operator membership grow with the addition of five new companies in the past year. Allvison is the most recent operator member and their circulations will be reported in the July 6, 2020 data report. COMMB now measures 24 outdoor and place-based operators across Canada reporting in over 270 markets.

Rosanne Caron, President, COMMB told us “COMMB membership brings credibility to operator members providing advertisers and agencies with confidence in their audience numbers. The measurement of OOH audiences is evolving as COMMB leads the development of new methodologies that will provide both buyers and sellers with robust audience metrics to plan outdoor and place-based campaigns”.

Christine Saunders, President, Starcom and COMMB Director said “The challenge of placing the right message in the right place requires new forms of audience measurement and we are excited that COMMB is working on this. It is critically important to have standardized third-party measurement that arms media planners with the right data to confidently evaluate OOH”.

COMMB is the national organization for the Canadian OOH industry comprised of advertisers, advertising agencies and OOH companies. COMMB is responsible for developing and verifying audience measurement methodologies, providing audience data and planning resources, marketing and communications, government relations and member services.

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