COMMB (Canadian Out-of-Home Marketing & Measurement Bureau)Introduces Insights Suite, Debuts Media Insights
COMMB (Canadian Out–of–Home Marketing & Measurement Bureau)
Introduces Insights Suite, Debuts Media Insights
The COMMB Insights Suite is a set of free–to–use tools designed to inform how
Out–of–Home should be leveraged before entering COMMB’s ROADMAP planning tool.
It reveals how Out–of–Home connects with specific audiences, providing the context
needed to make informed decisions about its impact, role, and approach at the channel
planning stage. The Insights Suite aims to helps advertisers, agencies, and media
owners use Out–of–Home more intentionally and effectively.
Out–of–Home should be leveraged before entering COMMB’s ROADMAP planning tool.
It reveals how Out–of–Home connects with specific audiences, providing the context
needed to make informed decisions about its impact, role, and approach at the channel
planning stage. The Insights Suite aims to helps advertisers, agencies, and media
owners use Out–of–Home more intentionally and effectively.
The first platform to launch in the COMMB Insights Suite is the Media Insights Platform.
The dashboard provides interactive audience and media insights that help advertisers,
agencies, planners, buyers, and media owners better understand how specific
audiences engage with Out–of–Home (OOH) alongside other media channels. Users can
explore media engagement, attention, and action taken by audiences, analyze
campaign media mix, and compare unique and shared audience exposure across
media types. By uncovering how OOH contributes within the broader media landscape,
the platform helps users identify opportunities to maximize campaign impact and build
stronger, more effective media strategies.
Lindsey Talbot, President of COMMB, says, “COMMB built the Insights Suite by
expanding on market research data already at our fingertips, recognizing an opportunity
to unlock even greater value from it. By giving users the freedom to filter based on their
own objectives, they can see firsthand where Out–of–Home fits into their plans. The
Media Insights platform is the first tool we’re launching to help agencies and advertisers
better understand the true value of the medium. We’ve always believed Out–of–Home
belongs in more media plans, and these tools will make that impossible to ignore.”
Moira Gilderson, Senior Vice President of denstu shares her enthusiasm from an
agency perspective about the platform. “Media planning is increasingly about making
smarter trade‑offs, not just bigger investments. Planning tools like the COMMB Media
Insights Platform give planners a clearer understanding of how Out‑of‑Home contributes
to reach, attention, and action – and how it complements other channels – which
ultimately leads to more confident, more accountable media decisions.”
The Media Insights Platform uses a rolling three–year dataset, updated annually by
adding new data and removing the oldest. This ensures results remain both reliable and
reflective of current media habits.
agency perspective about the platform. “Media planning is increasingly about making
smarter trade‑offs, not just bigger investments. Planning tools like the COMMB Media
Insights Platform give planners a clearer understanding of how Out‑of‑Home contributes
to reach, attention, and action – and how it complements other channels – which
ultimately leads to more confident, more accountable media decisions.”
The Media Insights Platform uses a rolling three–year dataset, updated annually by
adding new data and removing the oldest. This ensures results remain both reliable and
reflective of current media habits.
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