WMC Digital Media Joins COMB

Gail Chiasson, North American Editor

WMC Digital Media, Edmonton, Alberta, which launched three video walls in Edmonton City Centre October 5/11, has joined the Canadian Out-of-Home Measurement Bureau, Toronto.

Edmonton City Centre is a dynamic urban hub with over 6 million sq. ft. of prime downtown office space and over 800,000 square feet of retail.

WMC’s largest video wall in the mall is nearly two and a half metres tall and more than four metres wide. It’s made up of 16 NEC monitors with ultrathin frames, allowing a virtually seamless image. Software and video players are from Capital Networks, Markham, Ont..

Content aimed at engaging the mall customers is streamed wirelessly from a central location, and the boards support interactivity, animation, audio and RSS feeds, along with Twitter feeds and photos sent from mobile devices.

WMC has a lease agreement with Edmonton City Centre, earning revenue through advertising and paying rent until it hits amortization, where it then converts to a shared-revenue model. WMC plans to expand its digital and specialty media OOH advertising footprint in 2012 in Western Canada.

COMB has conducted pedestrian traffic studies in Edmonton City Centre and will publish weekly pedestrian circulation figures for WMC’s video walls in the October edition of the COMB Data Report (publication date October 19,/11).

Walsh McPherson, Founder of WMC Digital Media, says, “COMB measurement is a solid investment that enables us to offer our innovative, high-impact video walls and upcoming OOH advertising products to leading brand advertisers that demand accountable, audited metrics.”

COMB is a national non-profit, independent media measurement organization that provides vital, unbiased measurement and auditing of out-of-home audiences for the benefit of the Out-of-Home (OOH) media industry, advertising agencies and advertisers. Since its inception in 1965, COMB has advanced OOH measurement and reach-frequency methodologies, proof-of-performance and verification procedures to unparalleled standards in Canada.

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