COMMB (the Canadian Out-of-home Marketing and Measurement Bureau) has deepened its partnership with Vividata and will be using the insights, data and research to enhance marketing materials for its industry members.

COMMB has already been using segments of Vividata’s “Study of the Canadian Consumer” (SCC) to enrich its Audience Profiles. This expanded partnership provides COMMB with greater access to cross-media and consumer profiles through Vividata’s SCC/Digital releases.

Jennifer Copeland, COMMB’s director of brand communications, says the collaboration with Vividata focuses on advancing the interests of COMMB members and the broader OOH industry. “COMMB is leveraging Vividata’s studies not only to provide a deeper understanding of the OOH space, but also to uncover more about the Canadian consumer. 

“Understanding what strikes a chord from an advertisement perspective within audiences, as well as lifestyle patterns and behaviours will be an imperative addition to our current marketing strategies.”

Together, COMMB and Vividata will share relevant content through marketing, whitepapers and events.

Photo via Vecteezy