The Canadian Out-of-Home Marketing and Measurement Bureau (COMMB) has announced the addition of their newly enhanced reach and frequency (R/F) tool within ROADMAP; Canada’s leading inventory management and planning tool for the Out-of-Home industry. This significant enhancement launched this week.
The ROADMAP Reach & Frequency (R/F) model promises precise, methodology-driven insights down to the individual billboard asset, providing users with an efficient and more accurate way of planning OOH. Adam Butterworth, Interim President of COMMB has played a pivotal role in guiding the launch of COMMB’s reach and frequency tool within ROADMAP. He told us “ROADMAP R/F is the culmination of 5 years of hard work and over $4 million dollar investment
from COMMB’s member media owners. This uniquely Canadian audience measurement methodology is technology-driven and has been benchmarked against some of the world’s best, from both a methodology and output perspective. This new measurement allows us to understand the key drivers of Out-of-Home campaign success. In addition, it enables Out-of-Home to be accurately measured alongside all other media, making it easier to integrate into media mix modeling.”
With major additions of the ROADMAP platform scheduled to launch throughout 2025 into 2026 such as enhanced measurement, audience profiles and place-based measurement, COMMB is redefining how agencies, advertisers, and operators plan, measure, and optimize Out-of-Home campaigns across Canada.
Michele Erskine, Chair of the Board of Directors at COMMB and VP Out-of-Home at Astral told us “The launch of ROADMAP’s Reach & Frequency tool marks a pivotal moment for the Out-of-Home industry. With the increasing demand for reliable audience data, OOH is leading the way toward a new era of accountability and precision. This tool empowers us to provide advertisers with a transparent, data-driven approach to campaign planning and evaluation, ensuring OOH’s continued relevance and effectiveness within the broader media landscape.”
To demonstrate the full capabilities of the new ROADMAP Reach & Frequency (R/F) tool, along with upcoming enhancements and features, COMMB is launching a cross-country tour. The ROADSHOW will commence in June 2025, bringing the latest innovations in Out-of-Home planning and measurement to industry professionals across Canada.
COMMB is the national not-for-profit organization for the Canadian out-of-home (OOH) industry. Our membership base is comprised of advertisers, agencies, programmatic tech-stacks and OOH companies, large and small. COMMB is responsible for the collective marketing and measurement efforts for the OOH industry, developing proprietary audience measurement methodologies for a variety of OOH media formats, and ensuring the voice of OOH is at the forefront of media via broad marketing and communications initiatives.
ROADMAP is COMMB’s proprietary software tool for out-of-home advertising planning and inventory management, in Canada.
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