COMMB Enhances Research Capabilities with Strategic Partnership with Vividata
by COMMB NOV 27 2023Nov 27 2023
Toronto, November 27th 2023 – The Canadian Out-of-Home Marketing and Measurement Bureau (COMMB) is amplifying their marketing capabilities through a strategic partnership with Vividata, Canada's premier provider of cross-media and consumer research solutions.
COMMB has previously utilized segments of Vividata's SCC Study of the Canadian Consumer to enrich its Audience Profiles (AP). However, the partnership is set to provide COMMB with enhanced access to comprehensive cross-media and consumer profiles through Vividata's SCC/Digital releases, facilitating a deeper level of insights.
“More and more companies are recognizing the need for impartial, third-party sources of research across all media”, says Vividata President & CEO Pat Pellegrini, Ph.D. “Closer relationships with industry bodies like COMMB, ThinkTV and others is an important step in ensuring Vividata’s cross-media measurement is aligned with the needs of our members. We are excited to partner with COMMB to bring relevant data into the market and learn even more about OOH and DOOH’s measurement needs in Canada.”
Amanda Dorenberg, President of COMMB, states, “COMMB continues to spearhead advancements in OOH/DOOH measurement, and we currently leverage Vividata’s Audience Profile (AP) data in this area of our business. By extending our collaboration to encompass Vividata's SCC/Digital releases, we aim to deepen our understanding of OOH and its effectiveness, further bolstering our commitment to support our members and the broader industry.”
Together, COMMB and Vividata will share relevant content through marketing, whitepapers, and events.
About COMMB
COMMB is the national not-for-profit organization for the Canadian out-of-home (OOH) industry. Our membership base is comprised of advertisers, agencies, programmatic tech-stacks, and OOH companies, large and small. COMMB is responsible for the collective marketing and measurement efforts for the OOH industry, developing proprietary audience measurement methodologies for a variety of OOH media formats, and ensuring the voice of OOH is at the forefront of media via broad marketing and communications initiatives. www.commb.ca
About Vividata Vividata is Canada’s authoritative source for consumer and cross-media insights, and the leading provider of cross platform audience measurement. Used by over 500 agencies, advertisers and media companies, the SCC | Study of the Canadian Consumer is the largest syndicated study in the country. Vividata’s latest and most exhaustive database, SCC/Digital, contains all survey data from the flagship SCC study with behavioural data from our passive measurement panel – Metrica, providing the complete picture of digital device usage in Canada.
Through syndicated surveys and reports, segmentations, custom studies, first and third-party data integration opportunities, and strategic partnerships, Vividata provides a complete suite of unified solutions for actionable data. www.vividata.ca
For more information, please contact: Jennifer Copeland Director, Brand Communications - COMMB jcopeland@commb.ca
