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COMMB, Pelmorex signs mobile data agreement

The Toronto-based Canadian Out-of-Home Marketing and Measurement Bureau has signed an agreement with Pelmorex Data Solutions to make use of mobile location data from that company. The data will be used to create audience profiles of consumers passing by out-of-home displays and into place-based venues. Pelmorex will provide aggregated and anonymous location data that will be linked to COMMB’s demographic categories, segmentation clusters and product data. Profiles will be created for approximately 35,000 outdoor display faces and 3,000 venues. The profiles will be part of a larger dataset that will inform a new reach and frequency model that COMMB is developing with Pelmorex and Audience Data Solutions of Australia.

“COMMB has been providing circulation data for over 50 years as the measurement arm for the OOH industry in Canada,” said Rosanne Caron, president of COMMB. “The move to provide information beyond numerical data is in response to the industry’s need for more granular audience information. The audience profiles will allow planners to compare and rank individual outdoor faces and place-based venues based on their ability to reach a specific target group.”

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