The Canadian Out-of-home Marketing and Measuring Bureau (COMMB) was launched earlier this month, replacing the Out-of-home Marketing Association of Canada (OMAC) and the Canadian Out-of-Home Measurement Bureau (COMB).
The trade association’s member companies—including its newest, Lamar Advertising, which manages billboards in select Ontario markets (example pictured)—are funding measurement initiatives to provide more comprehensive data about how out-of-home (OOH) advertising reaches specific target audiences.
“A large-scale pilot study in 2018 will integrate mobile data, municipal traffic counts and travel surveys to provide a wealth of audience data not previously available,” says Rosanne Caron, president of COMMB and a member of Sign Media Canada’s editorial advisory board (EAB). “This is phase one of a three-year plan.”
