COMMB introduces audio measurement service
The Toronto-based Canadian Out-of-Home Marketing and Measurement Bureau has introduced a new methodology for the measurement of place-based audio out-of-home advertising. The measurement and reporting of digital audio ads will be implemented in retail stores nationally. COMMB member company Stingray will produce and dynamically insert digital audio ads into stores’ music systems. An algorithm will calculate average hourly impressions per day, a function of averaged transaction volume data, an accompanying factor, and a venue-specific dwell factor.
“Audio OOH is a growing category as it allows marketers to reach target audiences with contextual audio content while they’re out of their homes,” said COMMB president Amanda Dorenberg. “This category is applicable in many retail sectors but is currently expanding rapidly in grocery and convenience stores, where brands can have an immediate impact on consumers' decisions. COMMB is taking this exciting step to measure AOOH impressions so our members can quantify the format’s value as part of the purchaser’s media mix.”