by Amber Larkins, OOH Today
The Canadian Out Of Home Marketing & Measurement Bureau(COMMB) fuels the Canadian Out-of-Home industry with self-accredited tools to inform brands and businesses about the media’s impact. COMMB provides the Canadian outdoor industry with access to proprietary audience measurement methodologies and tools.
However, membership with the nonprofit goes beyond OOH measurement.
“Holding a membership with COMMB offers value beyond our measurement efforts, which in itself is a large-scale project,” said Amanda Dorenberg, President of COMMB. “As we continue to grow as an association, we have expanded our focus to include both marketing and research
perspectives.”
Their expanded efforts range from gaining a deeper understanding of their agency partners and their media planning preferences to delving into Canadian audiences that best resonate with out-of-home media, and closely analyzing consumer trends and habits.
In this article, you will learn all of the benefits of COMMB membership for operators and agencies, why this organization is important, and how you can become a member.
1. 3rd Party Measurement
Their measurement and tools help members build market credibility because it is a 3rd party unbiased association providing the information. All OOH company members receive audience circulation and impression data. Agencies and operators gain access to ROADMAP (COMMB’s production and planning tool).
Operators gain access to industry-endorsed audience measurement that provides data credibility with agencies and tech stacks. As an operator, having your inventory measured on COMMB can help you get noticed by potential buyers.
They provide measurement services for a variety of outdoor formats including billboards, murals, superboards, transit shelters and other street furniture, special signage districts, and moving media. They also provide measurement for place-based environments and networks including residential, resto-bar, campus, Audio OOH (AOOH), salons etc.
2. OOH Industry Marketing and Research
COMMB conducts industry research and compiles reports, which provide insights to its members and help them stay up to date with the latest trends and best practices in OOH. Their proprietary research is focused on amplifying the OOH industry by showing the value of out-of-home and highlighting key categories largely active in the OOH space. Members are invited to participate in COMMB’s Q&As, Newsletters, and COMMB Talks. Agencies and operators have the opportunity to participate in the research by joining community partnership initiatives, participating in market research initiatives, client campaign highlights, and case studies.
3. OOH Education
COMMB publishes a variety of industry-specific publications to educate its members including Q&As, monthly newsletters and the DROP (sales-centric news). They also hold strategic partnerships with industry clients and multi-national publications.
COMMB also offers certification programs for individuals and organizations involved in the OOH industry. These certifications help members differentiate themselves in the industry and build trust with their clients.
The COMMB talks series is a virtual event that educates members by bringing together industry leaders, futurists, and executives all in one place to discuss the latest trends and best practices in OOH advertising content and topics.
COMMB members gain exclusive access to member-only content, educational tools, and research, as well as COMMB-certified educational platforms.
4. OOH Services
COMMB provides its members with its proprietary planning tools that help buyers understand the reach and frequency of a targeted campaign demographic. Among COMMB’s services are valuable resources, networking opportunities, and advocacy efforts that help agencies grow their businesses and differentiate themselves in a competitive marketplace.
Industry events throughout the year provide members with valuable opportunities to network with other industry professionals and partners. One of their events was their awards ceremony launched in 2023. This event recognized the industry’s exceptional work in OOH advertising.
As members, operators and agencies gain an opportunity to participate in relevant councils, and committees as well as to build industry connections and visibility through networking.
How to Join COMMB
Dorenberg says, “Our COMMB membership base is growing rapidly, and we consistently receive feedback on how we are innovating traditional processes from both research and marketing perspectives.”
Members consist of advertisers, agencies, OOH companies, and programmatic tech-stacks. For more than 50 years, COMMB has been conducting independent, in-depth measurement of OOH audiences. Their marketing and measurement initiatives are vetted by industry leaders from both the buy and sell sides.
“We are excited to continue moving forward with this narrative, disrupting the industry, ‘shaking things up,’ and putting Canadian out-of-home media on the map,” Dorenberg said.
You can apply for a COMMB membership here.
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