By Chelsea Clarke
The Canadian Out-of-Home Marketing and Measurement Bureau (COMMB) is on the go with Environics Analytics (EA).
The new partnership sees COMMB gain increased access to data-driven insights into population movement via EA’s MobileScapes program.
MobileScapes uses permission-based data from location-enabled apps to collect movement information. The company then uses spatial data processing and analytics to support COMMB’s measurement algorithms. COMMB can now use that dataset to improve the accuracy of its audience measurement calculations, reach and frequency, and gross rating points in the OOH ad industry.
In a statement, Amanda Dorenberg, president of COMMB, called the partnership a “milestone” and said that it will give the OOH industry “unparalleled insights into population behaviours.”
On the educational side of COMMB’s mandate, the company has been beta testing a new, AI-powered chatbot designed to provide click-of-a-button support to those in need of OOH info. It launched the test in August, offering access to “OOH-GPT” to explain aspects of out-of-home advertising such as advantages, effectiveness, targeting options, measurement and best practices.
