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COMMB debuts in Toronto

The Canadian Out of Home Measurement Bureau and the Out-of-Home-Marketing Association of Canada have merged their operations into a new entity called the Canadian Out of Home Marketing and Measurement Bureau. The Toronto-based trade association will combine the functions of audience measurement and the promotion of out-of-home advertising.

The new organization has also announced a three-year initiative to provide more detailed audience information for outdoor and street advertising. The effort will begin with a study incorporating mobile data, municipal traffic counts and travel surveys.

"These are very exciting times to be in out-of-home," said Michele Erskine, chair of the bureau. "We are a media that has demonstrated a consistent ability to reinvent ourselves. We adapt and we thrive. The changes we are making at COMMB respond to a period of dramatic change and will better equip us to develop and deploy new measurement methodologies and planning tools to support our continued growth. The joint commitment that this initiative represents by all of the members of COMMB attests to the vision for our future that we all share."

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