The Canadian Out-of-Home Marketing and Measurement Bureau (COMMB) has launched an enriched reach and frequency (R/F) model within its OOH inventory management and planning tool, Roadmap. The new R/F tool provides precise insights for efficient and accurate OOH planning down to selection of individual billboard assets, according to COMMB.

Roapmap is an interactive mapping SaaS platform for streamlining inventory management and campaign planning for Canada’s OOH industry. To demonstrate the full capabilities of the expanded platform and its upcoming enhancements and features, COMMB is launching a cross-country tour for industry professionals starting in June.

Adam Butterworth, interim president of COMMB, says that the Roadmap R/F model is the culmination of five years of work and a more than $4 million investment from COMMB’s member media owners.

“This new measurement allows us to understand the key drivers of OOH campaign success,” Butterworth says. “In addition, it enables OOH to be accurately measured alongside all other media, making it easier to integrate into media mix modeling.”

Major additions of the Roadmap platform are scheduled to launch throughout this year and into 2026, including enhanced measurement, audience profiles and place-based measurement.

Michele Erskine, chair of the board of directors at COMMB and VP OOH at Astral, notes that with the increasing demand for reliable audience data, OOH is leading the way toward a new era of accountability and precision. “This tool empowers us to provide advertisers with a transparent, data-driven approach to campaign planning and evaluation, ensuring OOH’s continued relevance and effectiveness within the broader media landscape.”