COMMB commissions new measurement software
The Toronto-based Canadian Out of Home Marketing and Measurement Bureau has hired DoMedia of Columbus, OH to develop software that will manage out-of-home audience data. The software will also provide analytics for agencies, advertisers and media firms. The system will be made available to members of the organization.
"COMMB is currently testing a new measurement methodology for outdoor and street level formats that will produce comprehensive audience information at the face level," said Rosanne Caron, president of the bureau. "There are plans to integrate the enhanced dataset into a new analytics suite that will include all of the indoor and outdoor formats measured by COMMB."