Overview
COMMB’s new methodology incorporates a variety of sophisticated measures and data science techniques to provide greater insights into audience activity to more precisely understand consumer behaviours of those exposed to OOH assets. We’ll highlight the changes in methodology, data providers, key enhancements and benefits to the buy-side and sell-side.
New & Enhanced Datasets
GENERAL
Access to data on over ~12 million road segments across Canada
Directional vehicular and pedestrian volume data by road segment
Vehicular occupancy at the market level vs. previously available provincial level
Illumination hours sourcing hourly volume data vs. a single factor previously used
Pedestrian data applied in the top 8 markets and spot counts in uniquely pedestrian areas such as Yonge-Dundas Square
Reach/Frequency (RF) by face for static and ad-play (spot) level for digital(coming 2026) across all COMMB measured outdoor inventory in the top 44 markets
% of audience for each face and ad-play that live in-market and a list of outside markets that represents 1% or more of the total market audience
Audience profiles (AP) in the top 44 markets for both outdoor and place-based venues
DIGITAL (Coming 2026)
Access to intersection flow data identifying the total vehicular movement and pedestrian volume of movement within an intersection i.e. % that turned left vs. right vs. went straight through
Access to average vehicular speed data road segment and pedestrian volumes
Custom distance visibility zones (DVZ) by face to account for obstructions in sight-lines
Dwell time extrapolation to account for ad-play impression calculation
Face level circulation and total screen and ad-play impressions. Data available for 192 hourly day-parts and 8 day-types (Mon -Sunday, +average day).
API ready for programmatic integration
DATA PARTNERS
Bentley: A mobility analytics firm that designs and engineers data and software solutions including predictive transport models and products that help COMMB understand vehicular volume, speed, flow, etc.
Docma: A Canadian marketing technology company specializing in AI-driven business intelligence and omnichannel media planning solutions. They are working with COMMB on the new RF model for outdoor and the Audience Profiling for outdoor and place-based.
Environics: A geospatial data partner enriching COMMB’s population insights and bolstering OOH audience, Reach/Frequency, and GRP calculations with its Canada-wide mobile movement data.
Manifold Data Mining: A marketing intelligence company providing COMMB with demographic insights and market population data used in our Audience Profiles (AP).
Vividata: A marketing intelligence company providing COMMB with product variable insights used in our Audience Profiles (AP).
