COMB Releases October ’09 Market Data Report

Gail Chiasson, North American Editor

There has been a 10% growth in digital out-of-home inventory represented by the Canadian Out-of-Home Measurement Bureau in the past six months.

The figure comes from COMB’s just released October 2009 Market Data Report which reflects updated circulation for over 83,000 out-of-home media faces in Canada.

The 10% DOOH inventory growth took place since COMB’s last report in April ’09. This includes both digital outdoor advertising boards and place-based digital screens.

Also just released is the October ‘09 Proof of Performance Audit Report which gives the results of more than 4,000 individual out-of-home audits conducted by COMB in the 12-month period between July 1/08 and June 30/09. Random proof-of-performance audits are a condition of COMB membership for out-of-home operators who commit to ongoing, third-party scrutiny of their performance in posting, recording and reporting the correct advertiser and design at any given time.

The average performance for all COMB operator members is 95.9%. Individual scores for COMB out-of-home media companies are also published.

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