The Canadian Out-of-Home Marketing and Measurement Bureau (COMMB) has announced its first-ever comprehensive reach and frequency planning tool for OOH advertising. The new tool, scheduled to be released in January 2025, promises to set a new industry standard for precision in planning and analytics. It will be available on Roadmap, the industry’s platform for inventory management and OOH planning.

The tool will provide granular analysis down to individual outdoor properties. It moves away from general estimates or extrapolations at market-level and instead uses actual data, and is able to process vast amounts of data by leveraging graphic processing unit (GPU) integration.

Farrokh Mansouri, head of data science at COMMB, says “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.”

The reach and frequency planning tool allows advertisers to make more informed decisions by understanding the specific reach and frequency of each billboard, screen or display.

“Giving advertisers the detailed insights they need to plan accurate, targeted campaigns, only enhances the effectiveness of OOH advertising,” says Lara Menzies, director of marketing at COMMB. “It helps drive better outcomes and strengthens marketing strategies across Canada.”

Roadmap, COMMB’s planning and inventory management software tool, was launched at the beginning of the year.