The Canadian Out of Home Marketing and Measurement Bureau (COMMB) is beefing up talent in the areas of research, data and tech, marketing and comms in preparation for the release of new market data, audience measurement and an updated media suite platform – all of which are scheduled for the end of this year.

The organization has hired four new staffers and promoted another four into roles that come after three years of investing in new data and tools, which are meant to support OOH’s rapid growth trajectory.

Amanda Dorenberg, president of COMMB says the organization has been working on “a massive dataset” that includes volume, speed and traffic flow insights around static and digital media formats.

“For digital OOH specifically, we’ll now be able to calculate screen and spot level impressions, something that COMMB historically did not offer,” she adds. “Additionally, the ability to provide face and place-based venue-level audience profiles across the top 45 markets in Canada will now be available. This means we can aid our sell side and buy side partners in more intelligently selecting and promoting OOH locations based on audience segmentation, not just impressions, reach and/or frequency.”

To support COMMB as it continues to invest in new datasets and platforms, it has brought on Gary Harutyunyan as the company’s technical product manager, overseeing platform development processes and the integration of products and applications. Harutyunyan brings nearly a decade of experience in business systems analysis, software engineering, product and project management, most recently at McMaster University.

Mo Ghoneim has also been named VP communications, partnership and marketing to promote the new products to clients. He most recently spent three years in a similar role with OUTFRONT Media and brings experience in marketing, communications, and strategic partnerships to his new role.

In addition, Jessica Bialczak, a former contract employee, has been brought onboard full time to fill the GIS data assistant role. New marketing coordinator Hanna Zaretski will be working with and reporting directly to Lara Menzies, who was recently promoted to director of marketing and partnerships. Other promotions include Adrian Makurat to senior director of Research; Rodney Bisnath to senior manager of data and insights; and Natalie Willim to director of finance.