The Canadian Out-of-Home Marketing and Measurement Bureau (COMMB) has said that it will launch its first-ever comprehensive Reach and Frequency (R/F) planning tool in January 2025.
They say that this tool marks a significant advancement in OOH advertising, offering the industry a new standard for precision in planning and analytics.
Lara Menzies, Director of Marketing at COMMB told us “Giving advertisers the detailed insights they need to plan accurate, targeted campaigns, only enhances the effectiveness of OOH advertising. It helps drive better outcomes and strengthens marketing strategies across Canada”.
The R/F planning tool will be available on ROADMAP, the industry’s platform for inventory management and OOH planning. Designed to integrate seamlessly, this tool provides granular analysis down to individual Outdoor assets. Utilizing factual data, moving away from general estimates or extrapolations at market-level.
The tool’s ability to process vast amounts of data is powered by leveraging GPU integration, allowing for quick and efficient planning. “With this new Reach and Frequency tool, COMMB is taking a major step forward in data-driven OOH inventory planning. It is more realistic and sensitive to the geographical distribution of inventory in a campaign,” said Farrokh Mansouri, Head of Data Science at COMMB.
Advertisers can make more informed decisions by understanding the specific reach and frequency of each billboard, screen, or display.
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.
Follow DailyDOOH