Mobile outdoor media is one step closer to becoming an audited ad medium in Canada. This morning, at its first AGM, the Mobile Advertising Council of Canada (MACC) officially launched Satellite Automated Media Information (SAMI) in Canada, which was adapted for Canadian agencies and advertisers by Toronto-based Market Information Services of Canada (MISC). The Canadian version of SAMI employs MobileCounts, a measurement methodology developed by Toronto-based Transearch Group.
SAMI is already available in the U.S., where mobile outdoor media is audited. It provides media data and planning tools like CPM impressions and maps showing market circulation. MACC is optimistic that the introduction of SAMI will help mobile outdoor media gain accreditation from the Canadian Outdoor Measurement Bureau (COMB).
MACC represents mobile advertisers in Canada. Its advisory board includes Shauna Chan, media supervisor, Cossette Media; Ed Weiss, VP associate media director, Echo Advertising & Marketing; and Laura Gaggi, president, Gaggi Media Communications.
