Canadian OOH audits confirm high level of accountability

by all | 10 September 2015 9:00 am

[1]A recent study by the Canadian Out-of-Home Measurement Bureau (COMB) reveals its member companies in the out-of-home (OOH) advertising industry are delivering 98.1 per cent accurate circulation data to ad buyers and their clients.

Between January and July 2015, COMB conducted more than 60,000 audits of 15 companies: Adapt Media, Astral Out-of-Home, Atcom Outdoor Advertising, BK Corporate Marketing Services, Cogeco Métromédia, EC Boone, Newad, Outdoor Exposure, Outfront Media, Pattison Outdoor Advertising, Quebecor Media Out-of-Home, RCC Media, Superior 7 Advertising, Woodgreen Advertising and Zoom Media.

Each audit involved verifying the circulation, population and in-market values used to calculate ad campaign impressions, reach and frequency matched COMB-approved figures. The results provide a high standard of assurance to companies buying OOH ads.

“All COMB members must comply with an audit,” says Rosanne Caron, president of COMB and a member of Sign Media Canada’s editorial advisory board (EAB). “We are extremely pleased with the high level of performance the 2015 study has shown.”

Newer COMB members will be audited this fall, including Canadian Digital Network (CDN), Dynamic Outdoor, Rouge Media and Signpatico, followed by Rec Media in fall 2016.

Source URL: https://www.signmedia.ca/canadian-ooh-audits-confirm-high-level-of-accountability/

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