The Canadian Out-of-Home Marketing and Measurement Bureau (COMMB) is readying for the launch of Roadmap RF, its new outdoor audience measurement tool, later this month and has restructured its data and measurement team in preparation.

The launch of Roadmap RF will be followed by a series of data and methodology upgrades throughout this year and next. The outdoor audience measurement tool has the potential to revolutionize how outdoor is planned and bought in Canada. It has been in development for five years and the product of a multi-million dollar investment by COMMB’s media owner/operator members.

Rodney Bisnath (pictured), former director of research and measurement, is now leading that team with his promotion to head of research and measurement. He has more than 11 years of experience with COMMB’s measurement team and extensive expertise in research and analytics.

“It’s been exciting to see how the OOH industry has evolved over the past decade,” Bisnath says. “The new measurement enhancements coming in 2026 are crucial for giving our members the tools to stay ahead of the changing landscape and will add extensive depth to the data that COMMB offers. As with all new tools and data, education plays a huge role in maximizing how much value our members can extract from what we provide. We’re taking the new enhancements on the road this June, which will be an incredible opportunity to connect with our members and provide insight on what’s to come.”

Melanie Moriarty has been promoted from analyst to manager of research and measurement and Andrew Snow has been promoted to senior research and data analyst.

COMMB says it’s also looking to further bulk up its research team through the recruitment of two new analysts.